ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
From Stream to Purchase: Exploring Parasocial Interaction and Social Presence as Mediators of Impulsive Purchase in TikTok Live Commerce
Istia Ayu Hadiyati 1,2
Amia Luthfia 1,2
1. Binus University International, West Jakarta, Indonesia
2. BINUS University, West Jakarta, Indonesia
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Abstract
Live streaming commerce (LSC) integrates entertainment and real-time interaction to trigger spontaneous buying behavior. However, the psychological mechanisms translating communicative stimuli into impulsive purchase within algorithm-driven platforms like TikTok remain under-theorized. This study investigates how Parasocial Interaction (PSI) and Social Presence jointly mediate the effects of Social Attraction, Fear of Missing Out (FOMO), Narrative Involvement, and Telepresence on Impulsive Purchase. Analyzing survey data from 415 Indonesian TikTok Live users using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results validate a dual-pathway mechanism: impulsive purchase is driven simultaneously by a relational bond (PSI) and an immersive sense of shared reality (Social Presence). Crucially, Narrative Involvement emerged as the strongest antecedent for both mediators, whereas Social Attraction exerted no significant influence on PSI. This finding challenges traditional endorsement theories, suggesting that in fast-paced live commerce, narrative transportation (storytelling) supersedes interpersonal attraction (static likability) as the primary driver of intimacy. Additionally, FOMO and Telepresence act as critical catalysts accelerating these psychological states. Theoretically, this study refines the Stimulus-Organism-Response (S-O-R) framework by distinguishing the "Organism" into distinct interpersonal (PSI) and environmental (Social Presence) dimensions. Practically, findings suggest brands should prioritize narrative competence and high-fidelity immersion over mere streamer attractiveness to drive sales.
Summary
Keywords
Fear of Missing Out (FoMO), Impulsive purchase, Narrative Involvement, Parasocial interaction, Social presence, Stimulus–Organism–Response (S–O–R) Framework, Telepresence, TikTok Live Commerce
Received
13 January 2026
Accepted
17 February 2026
Copyright
© 2026 Hadiyati and Luthfia. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
*Correspondence: Istia Ayu Hadiyati
Disclaimer
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