THE ALLURE OF VIRAL MAS BATIK ON TIKTOK: HOW A LIVE HOST'S CHARM ACCELERATES SALES GROWTH
Keywords:
Charisma, Cultural Product, Impulse Buying, Live Commerce, TikTokAbstract
This systematic literature review explores the influence of live host charisma on impulse buying behavior within tiktok's live commerce, with a specific focus on the viral case of Mas Batik a traditional Indonesian textile. The review aims to identify how elements such as authenticity, emotional expressiveness, and parasocial interaction shape consumer responses. Using PRISMA 2020 guidelines, data were exclusively sourced from the Scopus database (2019–2024), filtered by relevance to influencer credibility, impulse buying, and cultural product marketing. Thematic synthesis and bibliometric analysis via vosviewer reveal key clusters surrounding trust, engagement, digital literacy, and purchase intention. Findings suggest that charismatic hosts significantly affect consumer impulsivity, especially when supported by storytelling and real-time interaction. The review highlights the growing academic interest in charisma-driven live commerce, underlines a cultural dimension in consumer psychology, and provides strategic implications for msmes leveraging digital platforms. This study contributes to the literature by linking emotional branding with cultural identity in a digital ecosystem while identifying gaps in longitudinal impact and ethical considerations.
References
Alcántara-Pilar, J. M., Rodriguez-López, M. E., Kalinić, Z., & Liébana-Cabanillas, F. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103709
Anwar, M. Y., & Utami, V. T. (2023). HOW CAN LIVE SHOPPING IMPROVE ACTUAL PURCHASE ON TIKTOK USERS? Journal of Theoretical and Applied Information Technology, 101(22), 7470–7480. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180293076&partnerID=40&md5=692f8cfe34a8c752af4a9fc7b624e87e
Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112. https://doi.org/10.1016/j.chb.2020.106443
Arma, O. (2022). THE IMPACT OF VIRTUAL ANCHOR PERCEIVED WARMTH AND COMPETENCE ON CONSUMER PURCHASE INTENTION IN DIGITAL MARKETING. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Ateş, A., Sunar, H., & Erdem, B. (2024). The Generation Z’s Trust in Digital Influencers on Unplanned Purchase Behavior. Galactica Media: Journal of Media Studies, 6(4), 350–373. https://doi.org/10.46539/gmd.v6i4.499
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103149
Bizjak Zabukovec, B., & Faganel, A. (2024). The Issue of Scales for Measuring Parasocial Interaction and Parasocial Relationship between Followers and Influencers on Social Media. Sustainability (Switzerland), 16(17). https://doi.org/10.3390/su16177782
Chen, C.-W., Nguyen, D. T. T., Chih, M., & Chen, P.-Y. (2024). Fostering YouTube followers’ stickiness through social contagion: The role of digital influencer’ characteristics and followers’ compensation psychology. Computers in Human Behavior, 158. https://doi.org/10.1016/j.chb.2024.108304
Fan, F., Chan, K., Wang, Y., Li, Y., & Prieler, M. (2023). How influencers’ social media posts have an influence on audience engagement among young consumers. Young Consumers, 24(4), 427–444. https://doi.org/10.1108/YC-08-2022-1588
Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-02760-9
Hu, A., Yuan, R., Chen, R., & Liu, M. J. (2024). A glamorous but highly stressful job: The role of social media-afforded status in micro-celebrity stress coping. Technological Forecasting and Social Change, 209. https://doi.org/10.1016/j.techfore.2024.123791
Huang, Y.-T., & Gong, A.-D. (2024). “Will You Buy It If They Recommend It?” Exploring the Antecedents of Intention to Purchase Podcaster-Endorsed Items. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 1682–1698. https://doi.org/10.3390/jtaer19030082
Hugh, D. C., Dolan, R., Harrigan, P., & Gray, H. (2022). Influencer marketing effectiveness: the mechanisms that matter. European Journal of Marketing, 56(12), 3485–3515. https://doi.org/10.1108/EJM-09-2020-0703
Ingriana, A., Prajitno, G. G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES. International Journal of Economics And Business Studies, 1(1), 21–42. https://doi.org/10.1234/IJEBS.V1I1.1
Jiao, Y., Sarigöllü, E., Lou, L., & Jo, M.-S. (2024). How Streamers Enhance Consumer Engagement and Brand Equity in Live Commerce. Journal of Global Information Management, 32(1), 1–29. https://doi.org/10.4018/JGIM.352039
Kuswati, R., Soepatini, S., Kussudyarsana, K., & Zakiyah, S. (2024). Parasocial Interactions of Indonesian Beauty Vloggers in the Digital Age: Do they Impact Purchases by Millennial Netizens? WSEAS Transactions on Information Science and Applications, 21, 196–207. https://doi.org/10.37394/23209.2024.21.19
Lawrence, C., & Meivitawanli, B. (2023). The Role of Parasocial Relationships, Congruence and Source Credibility in Indonesia: A Study on Tiktok Live Streaming Commerce in the Cosmetics Industry. Australasian Accounting, Business and Finance Journal, 17(5), 39–51. https://doi.org/10.14453/aabfj.v17i5.05
Lee, C. H., Lee, H. N., & Choi, J. I. (2023). The Influence of Characteristics of Mobile Live Commerce on Purchase Intention. Sustainability (Switzerland), 15(7). https://doi.org/10.3390/su15075757
Li, X., Wang, Q., Yao, X., Yan, X., & Li, R. (2025). How do influencers’ impression management tactics affect purchase intention in live commerce? – Trust transfer and gender differences. Information and Management, 62(2). https://doi.org/10.1016/j.im.2024.104094
Li, Y., Kamal Basha, N., Ng, S. I., & Lin, Q. (2024). What makes viewers loyal toward streamers? A relationship building perspective and the gender difference. Asia Pacific Journal of Marketing and Logistics, 36(10), 2324–2353. https://doi.org/10.1108/APJML-10-2023-1015
Liu, B., & Wang, W. (2023). Live commerce retailing with online influencers: Two business models. International Journal of Production Economics, 255. https://doi.org/10.1016/j.ijpe.2022.108715
Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12). https://doi.org/10.1371/journal.pone.0315731
Maha, V. A., Hartono, S. D., Prajitno, G. G., & Hartanti, R. (2025). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 21–44. https://doi.org/10.1234/JUMDER.V1I1.9
Mardhiyah, A. S. (2022). TECHNOLOGY’S ROLE IN RESHAPING THE E-COMMERCE LANDSCAPE. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7–8), 579–607. https://doi.org/10.1080/0267257X.2020.1738525
Melnychuk, H.-A., Arasli, H., & Nevzat, R. (2024). How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing. Marketing Intelligence and Planning, 42(3), 393–417. https://doi.org/10.1108/MIP-06-2023-0251
Meng, B., Zhang, J., & Choi, K. (2024). The formation of parasocial relationships in tourism social media: A rational and emotional trust-building process. International Journal of Tourism Research, 26(3). https://doi.org/10.1002/jtr.2650
Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian | International Journal of Economics And Business Studies. International Journal of Economics And Business Studies (IJEBS), 1(1), 1–20. https://journal.dinamikapublika.id/index.php/IJEBS/article/view/2
Mulyono, H., Hartanti, R., & Rolando, B. (2025). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 1–20. https://doi.org/10.1234/JUMDER.V1I1.10
Nadroo, Z. M., Lim, W. M., & Naqshbandi, M. A. (2024). Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103746
Ong, Y. X., Sun, T., & Ito, N. (2024). Understanding followers’ processing and perceptions of social media influencer destination marketing: Differences between #Millennials and #GenZs. Journal of Hospitality and Tourism Management, 60, 194–207. https://doi.org/10.1016/j.jhtm.2024.07.003
Peng, L., Zhang, N., & Huang, L. (2024). How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.103949
Pozharliev, R., Rossi, D., & De Angelis, M. (2022). Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality. European Journal of Marketing, 56(3), 922–948. https://doi.org/10.1108/EJM-09-2020-0719
Putri, L. W. B. (2022). TRACING THE DEVELOPMENT OF MARKETING IN THE AI ERA: A COMPREHENSIVE LITERATURE ANALYSIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2025). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 45–61. https://doi.org/10.1234/JUMDER.V1I1.6
Razafinandrasana, C., & Tamara, D. (2024). Exploring The Factors Which Impact Impulse Purchase Intention in TikTok Live Streaming Shopping in Indonesia. International Journal of Electronic Commerce Studies, 15(2), 21–62. https://doi.org/10.7903/ijecs.2279
Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET. International Journal of Economics And Business Studies, 1(1), 57–86. https://doi.org/10.1234/IJEBS.V1I1.4
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION. International Journal of Economics And Business Studies, 1(1), 43–56. https://doi.org/10.1234/IJEBS.V1I1.3
Rolando, B., & Mulyono, H. (2025a). Diverse Learning Environments on Students Entrepreneurial Intentions. International Journal of Pedagogy and Teacher Education-9, 9(1), 119–137. https://doi.org/10.20961/ijpte.v9i1.98592
Rolando, B., & Mulyono, H. (2025b). E-Commerce as a Catalyst for Digital Economy Development: A Study of Marketing Strategies and Their Impact. Journal of Distribution Science, 23(4), 61–79. https://doi.org/10.15722/jds.23.04.202504.61
Rolando, B., Ariyanto, K., Alexia, K. R., & Hartanti, R. (2022). PERAN AI DAN BIG DATA DALAM MENGOPTIMALKAN STRATEGI PEMASARAN DIGITAL. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., Widjaja, A. F., & Chandra, C. K. (2025). UNDERSTANDING FASHION PURCHASING DECISIONS: A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOR IN RETAIL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic
Setiawan, B. L. T. (2022). ANALISIS PERAN AUGMENTED REALITY (AR) DALAM PEMASARAN DAN DAMPAKNYA PADA PERILAKU KONSUMEN. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Shao, Z., Ho, J. S. Y., Tan, G. W.-H., Ooi, K.-B., & Dennis, C. (2024). Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce. International Journal of Consumer Studies, 48(3). https://doi.org/10.1111/ijcs.13047
Shariffadeen, T. S. A. T. M. A., Manaf, A. M. A., & Chan, T. J. (2023). The Mediating Role of Parasocial Interaction in the Relationship Between Loneliness and Netflix Binge-Watching Tendencies: A Case Study of Malaysian University Students during the COVID-19 Pandemic. Jurnal Komunikasi: Malaysian Journal of Communication, 39(4), 520–538. https://doi.org/10.17576/JKMJC-2023-3904-28
Sun, L., & Tang, Y. (2024). Avatar effect of AI-enabled virtual streamers on consumer purchase intention in e-commerce livestreaming. Journal of Consumer Behaviour, 23(6), 2999–3010. https://doi.org/10.1002/cb.2389
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102303
Tan, D. M. (2022). A SYSTEMATIC REVIEW OF THE AI-POWERED MARKETING REVOLUTION: FROM TRADITIONAL TO DATA-DRIVEN APPROACHES. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Tartaraj, A., Avdyli, D., & Trebicka, B. (2024). Accessing the TikTok Influencer Marketing on Consumer Behavior: An Econometric Examination. Journal of Educational and Social Research, 14(2), 346–365. https://doi.org/10.36941/jesr-2024-0048
Verma, S., Kapoor, D., & Gupta, R. (2024). Role of influencer–follower congruence in influencing followers’ food choices and brand advocacy: mediating role of perceived trust. British Food Journal, 126(12), 4055–4071. https://doi.org/10.1108/BFJ-12-2023-1146
Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1021256
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025a). A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025b). MOTION GRAPHICS FOR E-COMMERCE: AN ANALYSIS OF ITS IMPACT ON SALES CONVERSION (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025c). PELUANG BISNIS DALAM INDUSTRI HIJAU DAN ENERGI TERBARUKAN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 62–79. https://doi.org/10.1234/JUMDER.V1I1.7
Wijaya, A. J. (2022). PERAN DAN IMPLEMENTASI TEKNOLOGI KECERDASAN BUATAN DALAM PENGALAMAN KONSUMEN E-COMMERCE: SEBUAH TINJAUAN SISTEMATIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Winata, V. (2022). OPTIMIZING BIG DATA PROCESSING THROUGH ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Wright, L., & Cherry, M. (2023). How does influencer marketing on TikTok impact brand trust among generation Z? Journal of Digital and Social Media Marketing, 10(4), 326–339. https://doi.org/10.69554/dkny2861
Wu, X., Zhang, M., & Shi, S. (2024). Understanding customers’ interactive experience in immersive performing art: a narrative transportation perspective. Nankai Business Review International, 15(2), 177–206. https://doi.org/10.1108/NBRI-03-2022-0031
Xiong, J., & Li, F. (2024). How do live-streamers attract their consumers: insights from a multi-group analysis. Asia Pacific Journal of Marketing and Logistics, 36(12), 3353–3370. https://doi.org/10.1108/APJML-01-2024-0017
Yang, X., Liu, Y., Dong, J., & Li, S. (2023). Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin. Journal of Retailing and Consumer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103155
Yap, Y. R., & Ismail, N. (2022). Factors of virtual influencer marketing influencing Generation Y consumers’ purchase intention in Malaysia. International Journal of Internet Marketing and Advertising, 17(3–4), 437–458. https://doi.org/10.1504/IJIMA.2022.126735
Zhang, T., Li, B., Hua, N., & Zhang, P. (2024). When employees become streamers: the mediating power of friendship and self-congruity. Journal of Hospitality and Tourism Technology, 15(4), 551–573. https://doi.org/10.1108/JHTT-05-2023-0128
Zhang, X., & Choi, J. (2022). The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective. Sustainability (Switzerland), 14(11). https://doi.org/10.3390/su14116676
Zhang, X., Shi, Y., Li, T., Guan, Y., & Cui, X. (2024). How Do Virtual AI Streamers Influence Viewers’ Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal. Information Systems Frontiers, 26(5), 1803–1834. https://doi.org/10.1007/s10796-023-10425-2
Zhou, F., Lin, Y., & Mou, J. (2024). Virtual pets’ cuteness matters: A shared reality paradigm for promoting internet helping behaviour. Technological Forecasting and Social Change, 202. https://doi.org/10.1016/j.techfore.2024.123308
Zhou, X., & Tian, X. (2022). Impact of Live Streamer Characteristics and Customer Response on Live-streaming Performance: Empirical Evidence from e-Commerce Platform. Procedia Computer Science, 214(C), 1277–1284. https://doi.org/10.1016/j.procs.2022.11.306
Zhou, X., Huang, Y., & Inoue, Y. (2024). Parasocial interactions and parasocial relationships on Instagram: An in-depth analysis of fashion and beauty influencers. Heliyon, 10(21). https://doi.org/10.1016/j.heliyon.2024.e39708
Zhu, X., & Deng, R. (2024). Inclusive and Sustainable Supply Chain Strategies in Live E-Commerce: The Role of Influencer Marketing and Spillover Effects. Sustainability (Switzerland), 16(24). https://doi.org/10.3390/su162410985
