From Emotions to Impulse: A Serial Mediation Approach in TikTok Live Commerce

Amrul Asraf Mohd-Any, Senior Lecturer, Management and Marketing, Faculty of Business and Economics, Universiti Malaya, Kuala Lumpur, MalaysiaFollow
Moniruzzaman Sarker, University of Southampton, Malaysia CampusFollow
Shaoxuan Lu, Universiti Malaya, Kuala Lumpur, MalaysiaFollow

ORCID

Amrul Asraf Mohd-Any: https://orcid.org/0000-0002-9112-2905

Moniruzzaman Sarker: https://orcid.org/0000-0003-3595-5838

Abstract

Based on social exchange theory, this study investigates how interactions between influencers and followers during live streaming impact impulse buying behaviour. It explores how perceived influencer traits, namely authenticity, expertise, attractiveness, and homophily, influence trust, emotional attachment, and para-social interaction, which in turn drive impulsive purchases. Using PLS-SEM technique, a survey of 303 Chinese TikTok users reveals that emotional factors, particularly para-social interaction and attachment, have a stronger effect on impulse buying than trust. Authenticity and homophily emerge as essential in fostering emotional engagement, emphasising the importance of relatability over authority. The findings suggest that successful influencer marketing in live commerce depends more on emotional connection and similarity than on expertise or physical attractiveness, providing valuable insights for brands aiming to build deeper relationships and encourage impulse buying on digital platforms. These results are especially pertinent in Asia's rapidly evolving digital economies, where influencer-driven commerce is reshaping online consumer behaviour.

Recommended Citation

Mohd-Any, Amrul Asraf; Sarker, Moniruzzaman; and Lu, Shaoxuan (2026) "From Emotions to Impulse: A Serial Mediation Approach in TikTok Live Commerce," Asia Marketing Journal: Vol. 28 : Iss. 2 , Article 1.
Available at: https://doi.org/10.53728/2765-6500.1678