Social Media Live Streaming: Impacts AI On Communication Culture and Social Commerce
Abstract
This study investigates how live stream shopping platforms can transform consumer behaviour and traditional media consumption. A total of 100 respondents who regularly watch and purchase products through live streaming platforms were surveyed. This is to understand what drives their engagement and how they perceive livestreaming's broader impact on broadcasting. The findings indicate that content quality and real-time interaction are the primary drivers of audience engagement. TikTok emerged as the most-used platform (43% of respondents), followed by YouTube and Instagram. The respondents did not significantly differ by age: both younger (18–25) and slightly older young adults (26–35) held similar expectations about live streaming's disruptive potential. Using the S-O-R (Stimulus-Organism-Response) framework—which traces how real-time interaction builds trust and shapes purchase decisions—we found that participants strongly expect livestreaming to significantly reshape traditional broadcasting. However, they do not view it as a threat to TV; rather, as a platform forcing traditional media to adapt. Our analysis also identified persistent tensions: maintaining authentic content while using algorithms, managing privacy concerns, and ensuring equitable access to streaming technology across regions. We propose that platforms and creators must prioritise transparency about how recommendation systems work and why certain content is suggested. In conclusion, the study provides practical recommendations for content creators, e-commerce platforms, and policymakers. This study also recommends that future work should explore how these patterns vary across cultures and examine emerging technologies like VR-integrated live streaming to strengthen the global social commerce landscape.
Copyright information
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
About this article
Publication Date
24 September 2026
Article Doi
eBook ISBN
978-1-80296-134-8
Publisher
European Publisher
Volume
135
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1164
Subjects
Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
binti Alimom, N., & bin Abdul Rahman, N. A. (2026). Social Media Live Streaming: Impacts AI On Communication Culture and Social Commerce. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol 135. European Proceedings of Social and Behavioural Sciences (pp. 1134-1152). European Publisher. https://doi.org/10.15405/epsbs.2026.09.76