Platform-Generated Cues in Live-Streaming Commerce: An Empirical Study from an Emerging Market
DOI:
https://doi.org/10.66348/frr.26.v1.n1.a51Keywords:
Live streaming commerce, Influencer marketing, Follower engagement, Promotional strategies, Online consumer behaviorAbstract
This study investigates how platform-generated, non-human cues influence consumers’ online shopping behavior in live-streaming social commerce. Drawing on Signaling Theory and Cue Utilization Theory, the study examines the effects of live-streaming functionality, customer response speed, promotional tools, follower count, and online reviews in the context of Bangladesh’s emerging social commerce market. Data were collected through an online questionnaire from 157 social commerce users in Dhaka, Bangladesh, and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS. The findings show that promotional tools and follower count have significant positive effects on online shopping behavior, while live streaming significantly increases follower count. The mediation analysis further confirms that follower count fully mediates the relationship between live streaming and online shopping behavior. However, customer response speed and online reviews do not significantly influence online shopping behavior, and online reviews do not mediate the relationship between promotional tools and behavior. These findings suggest that visible social proof and promotional stimuli may exert stronger behavioral influence than functional or review-based cues in live-streaming commerce. The study contributes to social commerce and influencer marketing literature by showing how platform-generated cues shape consumer behavior in an emerging market where digital trust remains contextually fragile.
Received: 2026-04-22 | Revised: 2026-06-09 | Accepted: 2026-06-23 | Published: 2026-06-30
Declarations
Ethics and Guidelines: The study was conducted in accordance with the Declaration of Helsinki. The ethical approval specifically covers the research procedures and data collection activities conducted for this study.
Consent to participate: Written informed consent was obtained from all participants prior to data collection. Consent was obtained using a standardized written form, signed by each participant before participation in the survey.
Consent to publish: The authors have provided consent to publish.
Competing interests: The authors declare no competing interests.
Data availability statement: Data will be made available on reasonable request from the corresponding author.
Funding: This research received no external funding.
Clinical Trial Number: Not Applicable.
Declaration of using generative AI: During the preparation of this work the author(s) used ChatGPT in order to correct the grammatical errors. After using this tool/service, the author(s) reviewed and edited the content as needed and take full responsibility for the content of the published article.
Author Contributions: M.W., H.H.T., and M.N.S.: Conceptualization, methodology, writing—original draft preparation, writing—review and editing. All authors have read and agreed to the published version of the manuscript.
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