Cultural and Technological Drivers of Consumer Engagement: A Comparative Study of Livestream Selling and Influencer Commerce in the U.S. and Asia

Abstract

This study compares how livestream selling—where influencers promote and sell products in real-time—shapes consumer behavior in Asia and the United States, revealing key cultural and technological differences that global marketers must understand. In Asia, particularly China, livestreaming has become central to e-commerce, driven by collectivist values and strong social influence. Platforms like Taobao and Douyin (TikTok China) rely on community-driven events, product demos, and real-time engagement to drive sales. In contrast, U.S. consumers gravitate toward influencers on Instagram and TikTok who project authenticity and align with their personal values, emphasizing individualism and trust. Understanding these regional differences is critical for global marketers aiming to localize strategies and maximize impact. By analyzing case studies and platform data, the research highlights how marketers must tailor their strategies: prioritizing social proof and group interaction in Asia, while emphasizing transparency and personal connection in the U.S. We urge marketers to adapt campaigns to regional differences in digital behavior to stay competitive. Looking ahead, trends such as virtual influencers and augmented reality could further transform consumer participation in livestream commerce.