Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention

Lehan Wang

2025

Abstract

Online shopping has increased rapidly. There is increased market competition between online and physical stores. Hence, many retailors start using a myriad of marketing strategies to boost consumer purchase intention to increase their sales. As such, this study will investigate in three key factors that affect purchase intention drastically including Live Video Streaming (LVS), background music in retail environments and celebrity endorsement. This study employs a comprehensive literature review as its research method. According to the research and prior studies, LVS can reduce psychological distance and perceived uncertainty, leading to greater consumer trust and engagement and eventually significantly increases online purchase intention. For background music, different music styles (happy vs. sad) will Influences consumer emotions and behavior in physical stores. Hence, it is able to affect buyers’ moods positively and enhance buying intention. Lastly, celebrity endorsement can Increase brand credibility and consumer awareness. Furthermore, different types of endorsement (traditional vs. internet celebrities) will have impacts on consumers’ ideal and real selves respectively, hence celebrity endorssement can greatly boost consumers’ purchase intention. However, the prior studies may not generalize across different demographics, cultures, or economic groups. Therefore, future research should include a more diverse population to enhance generalizability.

Paper Citation

in Harvard Style

Wang L. (2025). Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 645-651. DOI: 10.5220/0014150000004942

in Bibtex Style

@conference{apmm25,
author={Lehan Wang},
title={Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={645-651},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014150000004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention
SN - 978-989-758-791-7
AU - Wang L.
PY - 2025
SP - 645
EP - 651
DO - 10.5220/0014150000004942
PB - SciTePress