Enhancing Purchase Intention Through Live Streaming and Microinfluencer Synergy: A Case of Local Fashion Brands

Anisah Dwi Utari () and Haeriah Hakim
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Anisah Dwi Utari: Hasanuddin University
Haeriah Hakim: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 1255-1266 from Springer

Abstract: Abstract In the fluid universe of e-commerce, the need to comprehend how customers interact with new social media marketing techniques has never been more essential. This fact leads to this study, which aims to explore the impact of live streaming and micro-influencer endorsement on consumers’ purchase intentions toward a local fashion brand called Portegoods, especially in the context of engagement platform in TikTok. By using the approach of quantitate research, data were obtained through structured questionnaires from all 128 participants who have followed or come into contact with Portegoods on TikTok. The employed measurements were valid and reliable, as the assumed research tools were statistically reliable and fit for examination. The multiple linear regression model shows that the live streaming and micro-influencer variables had a significant impact on purchase intention when being considered one by one or all together. These results demonstrate that real-time interaction and genuine influencer marketing must be integrated in digital strategies to increase consumer intentions. In theoretical terms, we contribute to the literature in the domain of digital marketing effectiveness by integrating types of emotional support and influencer into one common predictive framework. Implication: The findings provide practical evidence of interest to local brands who would like to learn how the digital marketplace influences customer engagement and conversion in an era of heightened competition.

Keywords: Live Streaming; Microinfluencer; Purchase Intention; Social Media Marketing; Digital commerce (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_87

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