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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Business Management
Corry Patricia Manik
Universitas Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Beyond The Principal–Agent Dyad: How MCN Governance Structures Shape Social Proof Mechanisms And Monetization Outcomes In Live-Streaming Social Commerce Ecosystems Corry Patricia Manik; Fadli Fadli; Muhammad Dharma Tuah Putra Nasution
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.11628

Abstract

The proliferation of live-streaming commerce has reconfigured digital marketing landscapes, yet Multi-Channel Networks (MCNs) remain systematically mischaracterized as exploitative intermediaries depleting creator earnings. Drawing upon Agency Theory, Relationship Marketing, and Social Proof Theory, this study develops a conceptual framework theorizing the strategic governance role of MCNs in talent marketing management, emphasizing digital gift distribution optimization and deliberate social proof construction on TikTok. Critically, this study clarifies that agencies receive a 7–15% commission disbursed directly by TikTok a structural arrangement preserving streamer net revenue entirely, contradicting prevailing exploitative narratives. The framework demonstrates that MCNs function as ecosystem catalysts through technical infrastructure provision, algorithmic performance coaching, and incentive-based mechanisms including diamond injection programs that amplify viewer engagement and algorithmic visibility. Agencies further orchestrate social proof dynamics generating self-reinforcing gifting cascades within a symbiotic value co-creation ecosystem. This study contributes to platform governance, algorithmic creator economy, and social commerce intermediation literature by reconceptualizing MCNs as indispensable strategic ecosystem partners.
The Effect of Influencer Credibility and Parasocial Relationship on Purchase Intention through Brand Awareness among TikTok Users in Medan Corry Patricia Manik; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 4 No. 2 (2026): December (In Progress)
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v4i2.246

Abstract

Social media influencers increasingly shape how consumers discover and evaluate beauty products, yet high content exposure does not automatically translate into purchase intention. This study examines the effects of influencer credibility and parasocial relationship on purchase intention, both directly and indirectly through brand awareness, in the context of Implora skincare products promoted by the beauty influencer Ivana Meylanda on TikTok. Using a quantitative associative design, data were collected through an online questionnaire from 220 TikTok users in Medan, Indonesia, selected by purposive sampling, and analyzed with partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3.0. The measurement model satisfied convergent validity, discriminant validity, and reliability criteria. Influencer credibility and parasocial relationship positively and significantly affect both brand awareness and purchase intention, and brand awareness positively and significantly affects purchase intention. Brand awareness also partially mediates the effects of influencer credibility and parasocial relationship on purchase intention, although the indirect effects are small (β = 0.059 and 0.058). The model explains 20.3% of the variance in brand awareness and 54.9% in purchase intention. These findings indicate that credible and relatable influencers drive purchase intention mainly through direct persuasion, supplemented by brand recognition. Marketers should select credible influencers who can build authentic relationships with their audiences and reinforce brand awareness through informative, consistent TikTok content.
Co-Authors Beby Karina Fawzeea Sembiring Endang Sulistya Rini Fadli Fadli Muhammad Dharma Tuah Putra Nasution