Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Management - Small and Medium Enterprises (SME's)
Safina Nashwa Haliza
Department of Management, Faculty of Economics and Business, Padjadjaran University
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The power of live engagement : How brand experiences and e-WOM drive Somethinc’s Tiktok sales Safina Nashwa Haliza; Rita Komaladewi
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.24013

Abstract

This study examines the influence of brand experience and electronic word of mouth (eWOM) on purchase intention in the context of TikTok live streaming conducted by Somethinc. As live-streaming commerce continues to transform consumer engagement in the digital beauty industry, understanding the factors that drive purchase intention has become increasingly important for brand competitiveness and customer acquisition. Employing a quantitative approach, the study analysed the relationships among variables using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS. Brand experience was evaluated through sensory, emotional, behavioural, and intellectual dimensions, while eWOM was assessed based on information usefulness, attitudes toward information, and information credibility. Purchase intention was measured through indicators related to purchase certainty and behavioural tendencies toward buying. The findings reveal that both brand experience and eWOM exert positive and significant influences on purchase intention. An engaging and informative brand experience enhances consumer perceptions and emotional connections with the brand, while credible and useful eWOM strengthens trust and confidence in purchasing decisions. These results suggest that interactive live-streaming activities, supported by authentic consumer-generated information, play a critical role in stimulating purchase intention among digital consumers. The study contributes to the growing literature on social commerce, digital marketing, and consumer behaviour by providing empirical evidence from the rapidly expanding live-streaming ecosystem within Indonesia’s beauty industry. Keywords: Brand Experience; eWOM; Purchase Intention; TikTok; Live Streaming; Somethinc
Co-Authors Rita Komaladewi