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Communicate, Click, Convert: Livestream Shopping as a New Form of Digital Marketing Communication

Ahlkvist, Johanna LU and Dahlgren, Isabelle (2025) SKOK11 20251
Department of Strategic Communication
Abstract
This study explores how successful livestreamers use strategic communication
during TikTok Livestream Shopping, to create influence on viewers' purchase
behavior. Livestream Shopping is a well-established phenomenon in Asia, but it
remains under-researched in the Western context, particularly from the
livestreamer’s perspective. By analyzing the communication of three successful
Western livestreamers, this study aimed to provide companies, marketers, and
researchers globally with insights into this phenomenon, to better adapt to
contemporary digital marketing communication. Using impression management
theory and Cialdini’s principles of persuasion, a qualitative thematic analysis with an abductive approach created five... (More)
This study explores how successful livestreamers use strategic communication
during TikTok Livestream Shopping, to create influence on viewers' purchase
behavior. Livestream Shopping is a well-established phenomenon in Asia, but it
remains under-researched in the Western context, particularly from the
livestreamer’s perspective. By analyzing the communication of three successful
Western livestreamers, this study aimed to provide companies, marketers, and
researchers globally with insights into this phenomenon, to better adapt to
contemporary digital marketing communication. Using impression management
theory and Cialdini’s principles of persuasion, a qualitative thematic analysis with an abductive approach created five communication themes employed by the
livestreamers: exclusivity, urgency and purchase pressure, audience engagement,
emotional connection, and trustworthiness. The results indicate that these themes
interact simultaneously, generating a unique form of digital marketing
communication where persuasion theories and self-presentation strategies melt into
a new form of commercial communication. (Less)
Please use this url to cite or link to this publication:
author
Ahlkvist, Johanna LU and Dahlgren, Isabelle
supervisor
organization
alternative title
A Qualitative Research of Communication Tactics Used by Influencers Transitioning into Live Streamers
course
SKOK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Digital Marketing Communication, Influencer Marketing, Livestream TikTok Livestream Shopping, Livestreamer
language
English
id
9193700
date added to LUP
2025-06-30 11:14:30
date last changed
2025-06-30 11:14:30
@misc{9193700,
  abstract     = {{This study explores how successful livestreamers use strategic communication
during TikTok Livestream Shopping, to create influence on viewers' purchase
behavior. Livestream Shopping is a well-established phenomenon in Asia, but it
remains under-researched in the Western context, particularly from the
livestreamer’s perspective. By analyzing the communication of three successful
Western livestreamers, this study aimed to provide companies, marketers, and
researchers globally with insights into this phenomenon, to better adapt to
contemporary digital marketing communication. Using impression management
theory and Cialdini’s principles of persuasion, a qualitative thematic analysis with an abductive approach created five communication themes employed by the
livestreamers: exclusivity, urgency and purchase pressure, audience engagement,
emotional connection, and trustworthiness. The results indicate that these themes
interact simultaneously, generating a unique form of digital marketing
communication where persuasion theories and self-presentation strategies melt into
a new form of commercial communication.}},
  author       = {{Ahlkvist, Johanna and Dahlgren, Isabelle}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Communicate, Click, Convert: Livestream Shopping as a New Form of Digital Marketing Communication}},
  year         = {{2025}},
}