The Effect of TikTok Live Streaming Shopping on Generation Y and Z Impulse Buying Behaviour: The Example of Indonesia
Ayla-Kamila Anindita, Mehran Najmaei & Olivier Fuchs · Asian Research Journal of Arts & Social Sciences · 2025
Aim: Using social media as a marketing tool has given market players a new and interesting way to market their products and services not only in developed markets, but also in emerging ones. One of the important emerging markets for such companies is Indonesia, which has a large...
Open access
Research Article
10.9734/arjass/2025/v23i7734