Driving Purchase Decisions and Electronic Word of Mouth Through Influencer Marketing, Gamification, and Live Streaming: Evidence from TikTok Shop

Abstract

This study investigates the effects of influencer marketing, gamification, and live streaming on consumer purchase decisions in TikTok Shop. It also examines the influence of purchase decisions on electronic word-of-mouth (eWOM) in the context of social commerce. As competition among online retailers continues to intensify, understanding the effectiveness of these digital marketing strategies has become increasingly important for improving customer engagement and business performance. Throughout the course of this inquiry, a quantitative methodology was utilized. Primary data were collected from 250 respondents through a structured questionnaire distributed to customers who had previously purchased products from Tio Gallery. The data were evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that gamification significantly affects purchase decisions, which in turn strongly influence eWOM, while influencer marketing and live streaming show no significant impact on purchase decisions. These findings indicate that interactive and reward-based marketing features are more effective than influencer endorsements and live selling activities in encouraging consumers to complete purchases. Furthermore, satisfied customers are more likely to share positive experiences and recommendations through eWOM. This study contributes to the social commerce literature by developing an integrated model within the TikTok Shop environment and provides practical implications for businesses seeking to enhance purchasing decisions and post-purchase engagement through effective gamification strategies.