<![CDATA[This study aims to explore the role of interactive marketing communication through live commerce in fostering consumer loyalty in Indonesia, with a specific focus on the Shopee Live platform. Despite the growing popularity of live commerce, limited interaction and a predominantly transactional approach in live broadcasts remain major obstacles to establishing long-term relationships between brands and consumers. Based on a comprehensive literature review, interactivity in live commerce has been shown to enhance consumer engagement and trust, which in turn influences emotional loyalty. However, most previous studies have primarily concentrated on transactional aspects, overlooking the significance of personal relationships in cultivating sustainable consumer loyalty. This research employs a qualitative approach through a systematic literature review to examine the phenomenon of interactivity on Shopee Live and its impact on consumer loyalty in the Indonesian context. The findings indicate that responsive and personalized interactive communication can reduce psychological distance between hosts and consumers, fostering emotional closeness that reinforces trust and consumer loyalty. This study fills a gap in the existing literature by emphasizing the critical role of emotional, social, and cultural dimensions in shaping consumer loyalty, particularly within the Indonesian market. The insights generated from this research offer practical implications for e-commerce businesses, especially Shopee, to leverage interactivity as a strategic marketing communication tool for building long-term relationships and brand loyalty.]]>
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