Conceptualizing Online Impulse Buying of Celebrity-Owned Brands on Live Streaming Commerce

  • Amirah Ismail
  • Hasnawati Guliling
  • Dayang Haryani Diana Ag. Damit


Celebrity-owned brands have quickly become popular, but whether consumers are triggered to purchase their brands online is questionable. Meanwhile, traditional marketing methods are no longer able to meet the consumer’s shopping needs and styles of these consumers. Subsequently, live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this new era due to its effectiveness. This paper explores the concept of online impulse buying. A comprehensive review and analysis of the literature suggest some unresolved issues regarding the state of knowledge on online impulse buying. In addition, the current conceptualizations of online impulse buying behaviour are still lacking in capturing this behaviour on the internet. Hence, this paper intends to review past literature and develop a conceptual framework based on Stimulus Response Theory (SR theory) that will identify and understand the factors leading to online impulse buying in live streaming commerce on celebrity-owned brands context. Therefore, we propose a broadened conceptualization to resolve those issues and accurately capture impulse buying that occurs physically in retail stores and on the Internet. The results of our exploratory study are consistent with our conceptualization and present a robust platform for future research.


Akram, U., Khan, M. K., Hui, P., Tanveer, Y., & Akram, Z. (2018). Development of E-Commerce: Factors Influencing Online Impulse Shopping in China. J. Electron. Commer. Organ., 16, 29-47.
Chan, T. K. H., Cheung, C. M. K. & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217.
Chan, L. Q., Kong, Y. M., Ong, Z. Y., Toh, J. X., Von, Y. H., Lee, V. H., & Tan, G. W. H. (2022). Driving factors towards live-stream shopping in Malaysia. In Proceedings of International Conference on Emerging Technologies and Intelligent Systems: ICETIS 2021 (Volume 1) (pp. 580-591).
Chein, T. S., Hui, O. T., & Lee, C. J. (2020). Factors Affecting Impulsive Buying Behaviour–Evidence from Malaysia. Global Business & Management Research, 12(2).
Cui, Y., Liu, Y., & Gu, M. (2022). Investigating the Key Drivers of Impulsive Buying Behavior in Live Streaming. Journal of Global Information Management (JGIM), 30(1), 1-18.
Djafarova, E., & Bowes, T. (2021) . “Instagram made Me buy it”: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Elango, S., & Suryakumar, M. (2022). Entrepreneurial celebrity endorsement and its influences on purchase behaviour. Int J Syst Assur Eng Manag.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural EquationModeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning. Elsevier Ltd, pp. 1–12.
Hermina, N., Rahma, Y. D., & Gusnia, A. R. (2022). Marketing 5.0 And Consumer Behavior Of The Millennial (Gen Z) Generation As Business Performance Boosting In Covid-19 Pandemic (Case Study: Smes In West Java). Central Asia & the Caucasus (14046091), 23(1).
Hasim, M. A., Hassan, S., Ishak, M. F., & Razak, A. A. (2020). Factors influencing gen-Y in Malaysia to purchase impulsively: A mediating effect of perceived enjoyment.
Ho, V. B., & Lee, N. (Eds.). (2012). Marketing Research: Comprehensive & Practical. Penerbit Press.
Hanifawati, T., Dewanti, V. W. & Saputri, G. D. (2019). The Role Of Social Media Influencer On Brand Switching Of Millenial and The Role Of Social Media Influencer On Brand Switching Of Millennial And Gen Z: A Study Of Food-Beverage Products. Journal of Applied Management (JAM), 17(4).
Hong, L. M., Wan Zulkiffli, W. F., & Che Amran, C. A. (2021). Online Feedback Impact Online Shoppers’ Impulse Purchases In Malaysia. Jurnal Manajemen dan Kewirausahaan, 23(2), 197–203.
Huaman-Ramirez, R., & Merunka, D. (2021). Celebrity CEOs’ credibility, image of their brands and consumer materialism. Journal of Consumer Marketing, 38(6), 638–651.
Jayapal, P., Omar, A., & Haron, M. S. (2017). The Role of Materialism on Perceived Values and Online Impulse Buying Behaviour among Generation Y: A Research Framework Proposition.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Hermina, N., Rahma, Y. D., & Gusnia, A. R. (2022). Marketing 5.0 And Consumer Behaviour Of The Millennial (Gen Z) Generation As Business Performance Boosting In Covid-19 Pandemic (Case Study: SMEs In West Java). Central Asia & The Caucasus (14046091), 23(1).
Leong, T. K., Meng, T. P., & Alex, T. Y. J. (2022). Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework. Jurnal Pengurusan, 66, 1-14.
Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2022). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective.
Lee, C. H. et al. (2021. Exploring consumers’ impulse buying behaviour on online apparelwebsites: An empirical investigation on consumer perceptions. International Journal of Electronic Commerce Studies, 12(1), 83–106.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commercebased on the stimulus-organism-response framework. Information (Switzerland), 12(6).
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in livestreaming e-commerce: a stimulus-organism-response framework. International journal of environmental research and public health, 19(7), 4378.
Liu, Y., Li, H. & Hu, F. (2013). Website attributes in urging online impulse purchase: Anempirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829– 837.
Lazada Report Reveals More Than Half of Southeast Asian Consumers Search for Products Directly on ECommerce Marketplaces. (2022). Business-and-Commerce/Lazada-Report-Reveals-More-Than-Half-of-Southeast-Asian -Consumers-Search-for-Products-Directly-on-ECommerce-Marketplaces.
Magrizos, S. et al. (2021). Taking It a Step Further: When do Followers Adopt Influencers’Own Brands?’. Review of Marketing Science. De Gruyter Open Ltd, 53–74.
Malaysian small businesses increase use of digital technologies due to Covid-19. (2021, March 23). Digital News Asia.
Marketing to Millennials and Gen-Z. (2021). Omnifluence Report (2020),
Ming, J. et al. (2021). How social presence influences impulse buying behavior in livestreaming commerce? The role of S-O-R theory’. International Journal of Web Information Systems, 17(4), 300–320.
Nyamakanga, N. F., Ford, M., & Viljoen, K. (2019). Local and international celebrity endorsers’ credibility and consumer purchase intentions. Acta Commercii, 19(1).
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information systems research, 20(1), 60-78.
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of Para-social relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6), e09676.
Rajeshkanna, B. & Inbalakshmi, M. (2016). Celebrity endorsement and endorsement in the age of social media. Indian Journal of Research, 5(11), 530-533.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281.
Tjiptono, F. et al. (2020). Generation Z in Malaysia: The Four “E” Generation’, in The New Generation Z in Asia: Dynamics, Differences, Digitalization. Emerald Group Publishing Ltd., pp. 149–163.
Umeogu, B. (2012). Source Credibility: A Philosophical Analysis. Open Journal of Philosophy, 2(2), 112–115.
Zhang, K. Z. K. et al. (2018). Online reviews and impulse buying behaviour: the role of browsing and impulsiveness. Internet Research, 28(3), 522–543.
Zheng, X. et al. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing’. International Journal of Information Management, 48, pp. 151–160.
Zhu, Y. Q., Amelina, D. & Yen, D. C. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - The case of instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18(1), 1–17.
How to Cite
ISMAIL, Amirah; GULILING, Hasnawati; AG. DAMIT, Dayang Haryani Diana. Conceptualizing Online Impulse Buying of Celebrity-Owned Brands on Live Streaming Commerce. International Journal of Business and Technology Management, [S.l.], v. 5, n. 3, p. 528-536, oct. 2023. ISSN 2682-7646. Available at: <>. Date accessed: 13 june 2024.