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Decoding Live-streaming Commerce and Customer Engagement: A Review and Research Directions

Ila Yadav et al.

FIIB Business Review2026https://doi.org/10.1177/23197145261426224article
AJG 1ABDC B
Weight
0.50

Abstract

Live-streaming commerce is rapidly changing the business and has been crucial for boosting customer engagement in the digital age. This study presents a systematic literature review and uses a hybrid approach combining bibliometric and thematic analyses to analyse customer engagement, trust and perceptions of live-streaming commerce. After a careful screening procedure, 201 Scopus-indexed articles were analysed using PRISMA and the theory–context–method framework to identify the performance and science mapping of the extant literature published from 2014 to June 2025. The findings highlight the key publishing countries, notable authors and their contributions to the literature on live-streaming commerce. Four major themes were identified: customer engagement in live-streaming commerce, consumer drivers for purchasing via live streaming, live-streaming selling strategies and consumer behaviour, and consumer attitudes towards live-streaming commerce. The results offer valuable insights for stakeholders in the live-streaming commerce industry, including sellers, consumers, influencers, streamers and marketers, to better engage with viewers and customers. Key research questions are provided to guide future research directions in this context.

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https://doi.org/https://doi.org/10.1177/23197145261426224

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@article{ila2026,
  title        = {{Decoding Live-streaming Commerce and Customer Engagement: A Review and Research Directions}},
  author       = {Ila Yadav et al.},
  journal      = {FIIB Business Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/23197145261426224},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.