“Social Commerce on the Rise Impact of Live Streaming and In-App Purchases on Consumer Decision-Making”

Abstract

Social commerce is reshaping the digital shopping landscape by integrating social media engagement with real-time purchasing. This paper explores the impact of live streaming and in-app purchases on consumer decision-making processes. With the proliferation of platforms like Instagram, TikTok, and YouTube integrating shopping features, brands are leveraging influencer-hosted live streams and interactive content to drive conversions. The study examines behavioral patterns, trust-building mechanisms, impulsive buying tendencies, and psychological triggers enhanced by real-time engagement. Findings suggest that live streaming significantly increases consumer trust and engagement, while seamless in-app purchasing enhances convenience, influencing quicker purchase decisions. This research contributes to understanding how digital interactivity and platform-native commerce features are redefining buyer journeys in the age of social commerce.