August 20, 2025Deleted Journal

Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market

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Celebrity endorsers significantly influence impulse buying behavior in live-streaming markets, enhancing consumer engagement.
The review highlights that consumers prefer live streams with celebrities, which correlates with higher impulse purchasing rates.
Assessment of existing literature points to crucial factors that shape browsing behavior and its impact on buying decisions.
Marketing strategies using live streaming can capitalize on the blend of celebrity influence and interactive features to boost sales.

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Literature review reveals celebrity endorsers enhance impulse buying on live-streaming platforms, indicating effective marketing strategies.

Yanzhou et al. (2025) studied this question.

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Literature review reveals celebrity endorsers enhance impulse buying on live-streaming platforms, indicating effective marketing strategies.