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All Journal Jurnal Siasat Bisnis PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Value: Jurnal Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Manajemen dan Pemasaran Jasa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Suade, Yuyun Karystin Meilisa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Live streaming's reigning monarchs: Delving into the pivotal role of influencers through live broadcasts Erwin, Erwin; Maupa, Haris; Jilbert, Julius; Sanusi, Abdullah; Suade, Yuyun Karystin Meilisa
Jurnal Siasat Bisnis VOL 30, NO 1 (2026)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol30.iss1.art2

Abstract

Purpose – The ubiquity of online businesses has seen a surge in influencer marketing, with live streaming emerging as a prominent strategy. However, the pivotal role of influencers, individuals with a substantial social media following, in live streaming and their subsequent influence on customer behavior justifies a thorough investigation. This research digs into the role of influencers in live streaming and examines their impact on Customer Engagement and Brand Awareness through live streaming activities.Design/methodology/approach – A sample of 225 online customers joined this study. Data was collected using a questionnaire using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) processed with WarpPLS Version 8.0.Findings – Influencers can substantially contribute to both customer engagement and brand awareness through live streaming. However, the study indicates that influencers do not directly contribute to brand awareness. Influencers reign supreme in the realm of live streaming, showing their potential to enhance customer engagement and brand awareness. The study offers valuable insights for businesses and influencers to effectively leverage live streaming to meet their marketing goals.Research limitations/implications – The cross-sectional design of the study hinders causal inferences. Longitudinal research and broader sampling are necessary to establish temporal relationships and generalize findings to diverse populations and regions.Practical implications – The research suggests that businesses should strategically select influencers, leverage live streaming for engagement and brand, foster authentic relationships, and measure campaign performance while combining influencer marketing with other digital strategies.Originality/value – This research offers a comprehensive exploration of the synergistic relationship between influencers and live streaming in driving customer engagement and brand awareness, providing empirical evidence and practical recommendations for marketers.
Bahasa Inggris Perdana, Cipta canggih; Putra, Sinar Dharmayana; Suade, Yuyun Karystin Meilisa; Monalisa, Monalisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18539

Abstract

This study examines when and how viral marketing and social proof shape purchase intention in social commerce, and whether Fear of Missing Out (FOMO) mediates these effects. Drawing on Social Influence Theory, we model viral marketing and social proof as antecedents, FOMO as a mediator, and purchase intention as the outcome. Data were collected from 231 active social commerce users in Indonesia and analyzed using variance-based structural equation modeling (PLS-SEM). The measurement model met accepted criteria for reliability and convergent validity. The structural results show that viral marketing exerts a positive and significant direct effect on purchase intention while also increasing FOMO. Social proof significantly elevates FOMO but does not directly influence purchase intention, indicating that endorsement cues operate primarily through affective urgency rather than as stand-alone drivers. FOMO has a positive and significant effect on purchase intention and mediates the paths from both viral marketing and social proof to purchase intention, implying partial mediation for viral marketing and full mediation for social proof. These findings advance theory by integrating normative and informational influence with an affective mechanism central to the attention economy. Managerially, they suggest prioritizing diffusion design and credible validation cues that ethically heighten urgency, while monitoring authenticity and overload to prevent reactance.
Co-Authors Abdullah Sanusi, Abdullah Arianto, Arselia Stefy Calysta, Netha Eliana Djiwono, Jennifer Audreylia Erwin Erwin Georgina Maria Tinungki Haris Maupa Hartono, Patrick Gunawan Isthi Wahyuning Tyas, Isthi Wahyuning Jilbert, Julius Kondana, Tiffany Evelyn Laulyta, Reyna Reng Suy Monalisa Monalisa Muh Arif, Muh Poernomo, Winarto Powell Gian Hartono Putra, Sinar Dharmayana Rahardja, Liana Sharon, St Salmah Tanesia, Cindy Yoel Triany, Novika Ayu Wilopo, Chezter Christopher Yantho, Olivia