The power of live engagement : How brand experiences and e-WOM drive Somethinc’s Tiktok sales
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Safina Nashwa Haliza(1*)
Department of Management, Faculty of Economics and Business, Padjadjaran University
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Rita Komaladewi(2)
Department of Management, Faculty of Economics and Business, Padjadjaran University
(*) Corresponding Author
Keywords:
Brand Experience, eWOM, Purchase Intention, TikTok, Live Streaming, Somethinc
Abstract
This study examines the influence of brand experience and electronic word of mouth (eWOM) on purchase intention in the context of TikTok live streaming conducted by Somethinc. As live-streaming commerce continues to transform consumer engagement in the digital beauty industry, understanding the factors that drive purchase intention has become increasingly important for brand competitiveness and customer acquisition. Employing a quantitative approach, the study analysed the relationships among variables using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS. Brand experience was evaluated through sensory, emotional, behavioural, and intellectual dimensions, while eWOM was assessed based on information usefulness, attitudes toward information, and information credibility. Purchase intention was measured through indicators related to purchase certainty and behavioural tendencies toward buying. The findings reveal that both brand experience and eWOM exert positive and significant influences on purchase intention. An engaging and informative brand experience enhances consumer perceptions and emotional connections with the brand, while credible and useful eWOM strengthens trust and confidence in purchasing decisions. These results suggest that interactive live-streaming activities, supported by authentic consumer-generated information, play a critical role in stimulating purchase intention among digital consumers. The study contributes to the growing literature on social commerce, digital marketing, and consumer behaviour by providing empirical evidence from the rapidly expanding live-streaming ecosystem within Indonesia’s beauty industry.
Keywords: Brand Experience; eWOM; Purchase Intention; TikTok; Live Streaming; Somethinc
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References
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https://docs.google.com/forms/d/e/1FAIpQLSem6O36oExK3Co
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Cheng, X., Fu, S., Qi, Y., Zhao, H., Liu, F., Wang, Y., & Dong, X. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions.
Dorie, A., & Loranger, D. (2024). Word on the street: apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers. Journal of Consumer Marketing, 41(2), 148–161. https://doi.org/10.1108/JCM-02-2022-5213
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Li, X., Romainoor, N. H., & Sun, Z. (2024). Factors in consumers’ purchase intention for Gejia batik. Heliyon, 10(1). https://doi.org/10.1016/j.heliyon.2023.e23085
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Meenakshy, M., Prasad, K. D. V., Bolar, K., & Shyamsunder, C. (2024). Electronic word-of-mouth intentions in personal and public networks: a domestic tourist perspective. Humanities and Social Sciences Communications, 11(1).
https://doi.org/10.1057/s41599-024-03753-4
Murshed, F., Dwivedi, A., & Nayeem, T. (2023). Brand authenticity building effect of brand experience and downstream effects. Journal of Product and Brand Management, 32(7), 1032–1045. https://doi.org/10.1108/JPBM-02-2021-3377
Nadroo, Z. M., Lim, W. M., & Naqshbandi, M. A. (2024). Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103746
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11).
https://doi.org/10.1016/j.heliyon.2024.e32168
Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger’s brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107. https://doi.org/10.1016/j.jairtraman.2022.102345
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Pang, H., Qiao, Y., & Zhang, K. (2024). Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily. Technological Forecasting and Social Change, 198. https://doi.org/10.1016/j.techfore.2023.123023
Park, J. K., Hong, E. P., & Park, Y. na. (2023). Toward a new business model of retail industry: The role of brand experience and brand authenticity. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103426
Peng, L., Zhang, N., & Huang, L. (2024). How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.103949
Phu, M. T., Nguyen, L. N. K., Nhi, T. T. T., Uy, N. H. T., Khoa, L. Đ., N.P, H., Minh, N. T. T., V.T.M, H., & Suol, P. T. (2024). Unlocking The Key Drivers Of Consumer Purchase Intentions For Organic Cosmetics: A Study In Can Tho City, Vietnam. Heliyon, e37672. https://doi.org/10.1016/j.heliyon.2024.e37672
Purbasari, D. M., Respati, R., Fakultas Ekonomi, D., Bisnis, D., & Pakuan, U. (2024). Electronic Word Of Mouth Saat Penjualan Live Streaming Shopee Dalam Meningkatkan Impulse Buying. Jurnal Maneksi , 13.
Purohit, S., Hollebeek, L. D., Das, M., & Sigurdsson, V. (2023). The effect of customers’ brand experience on brand evangelism: The case of luxury hotels. Tourism Management Perspectives, 46. https://doi.org/10.1016/j.tmp.2023.101092
Rather, R. A., Rasul, T., Khan, H., & Khan, I. (2024). Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation. International Journal of Hospitality Management, 116. https://doi.org/10.1016/j.ijhm.2023.103572
Sharkasi, N., De Maeyer, P., Lababdi, H. chaib, AlMansoori, S., & Agag, G. (2025). A sustainable step forward: Exploring factors influencing the purchase intentions towards remanufactured products using fsQCA. Journal of Retailing and Consumer Services, 82. https://doi.org/10.1016/j.jretconser.2024.104115
Sharma, M., Kaushal, D., Joshi, S., Kumar, A., & Luthra, S. (2024). Electronic waste disposal behavioral intention of millennials: A moderating role of electronic word of mouth (eWOM) and perceived usage of online collection portal. Journal of Cleaner Production, 447. https://doi.org/10.1016/j.jclepro.2024.141121
Sonda, A. S. K., & Balqiah, T. E. (2023). Tiktok Live Shopping’s Use Of Live Streaming To Increase Word Of MoutH. Jurnal Aplikasi Manajemen, 21(4). https://doi.org/10.21776/ub.jam.2023.021.04.17
Structural Equation Modeling (Sem) Berbasis Varian: Konsep Dasar dan Aplikasi dengan Program SmartPLS 3.2.8 dalam Riset Bisnis. (n.d.). www.institutpenulis.id
Tuan, P. T., Thu, H. D. Le, & Hang, N. T. D. (2024). Influence of electronic word of mouth on consumers’ intention to purchase airline e-tickets in the Mekong Delta. Transportation Research Procedia, 80, 103–110.
https://doi.org/10.1016/j.trpro.2024.09.014
Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.104015
Yin, C. C., Chiu, H. C., Hsieh, Y. C., & Kuo, C. Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69. https://doi.org/10.1016/j.jretconser.2022.103070
Zare. E, F., Yazdani, H., Hakim, A., & Asarian, M. (2024). Augmented Reality Versus Web-Based Shopping: How Does AR Improve User Experience and Online Purchase Intention. Telematics and Informatics Reports, 15. https://doi.org/10.1016/j.teler.2024.100152
Aldulaimi, S., Soni, S., Kampoowale, I., Krishnan, G., Ab Yajid, M. S., Khatibi, A., Minhas, D., & Khurana, M. (2024). Customer perceived ethicality and electronic word of mouth approach to customer loyalty: the mediating role of customer trust. International Journal of Ethics and Systems. https://doi.org/10.1108/IJOES-03-2024-0088
Belhadi, A., Kamble, S., Benkhati, I., Gupta, S., & Mangla, S. K. (2023). Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy. Journal of Business Research, 156. https://doi.org/10.1016/j.jbusres.2022.113548
Chan, S., & Asni, K. (2023). Encouraging Purchase Intention in TikTok Live Streaming: The Role of Live Streaming Shopping Attributes. Journal of Accounting Research, Organization, and Economics. www/http/jurnal.usk.ac.id/JAROE
Chanaya, N., & Sahetapy, W. L. (2020). Pengaruh Brand Experience Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Pada Jasa Wedding Organizer Perfect Moment (Vol. 8, Issue 1).
https://docs.google.com/forms/d/e/1FAIpQLSem6O36oExK3Co
Chandraa, M., Sukmaningsih, D. W., & Sriwardiningsih, E. (2024). The Impact of Live Streaming On Purchase Intention In Social Commerce In Indonesia. Procedia Computer Science, 234, 987–995. https://doi.org/10.1016/j.procs.2024.03.088
Chang, K. C., & Cheng, Y. S. (2023). How sensory perceptions and sensory brand experience influence customer behavioral intentions in the context of cartoon-themed restaurants. International Journal of Hospitality Management, 115. https://doi.org/10.1016/j.ijhm.2023.103604
Cheng, X., Fu, S., Qi, Y., Zhao, H., Liu, F., Wang, Y., & Dong, X. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions.
Dorie, A., & Loranger, D. (2024). Word on the street: apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers. Journal of Consumer Marketing, 41(2), 148–161. https://doi.org/10.1108/JCM-02-2022-5213
Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244.
https://doi.org/10.1016/j.actpsy.2024.104191
Gao, W., Jiang, N., & Guo, Q. (2023). How do virtual streamers affect purchase intention in the live streaming context? A presence perspective. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103356
Gu, Y., Cheng, X., & Shen, J. (2023). Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience. Information and Management, 60(5). https://doi.org/10.1016/j.im.2023.103810
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review (Vol. 26, Issue 2, pp. 106–121). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-10-2013-0128
Hsu, C. L. (2023). Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps. Decision Support Systems, 174. https://doi.org/10.1016/j.dss.2023.114020
Hua, X., Mohd Hasan, N. A., De Costa, F., & Qiao, W. (2024). The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction. Heliyon, 10(15). https://doi.org/10.1016/j.heliyon.2024.e35027
Li, N., Xuan, C., & Chen, R. (2024). Different roles of two kinds of digital coexistence: The impact of social presence on consumers’ purchase intention in the live streaming shopping context. Journal of Retailing and Consumer Services, 80. https://doi.org/10.1016/j.jretconser.2024.103890
Li, X., Romainoor, N. H., & Sun, Z. (2024). Factors in consumers’ purchase intention for Gejia batik. Heliyon, 10(1). https://doi.org/10.1016/j.heliyon.2023.e23085
Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). An Applied Approach. www.pearson.com/uk
Meenakshy, M., Prasad, K. D. V., Bolar, K., & Shyamsunder, C. (2024). Electronic word-of-mouth intentions in personal and public networks: a domestic tourist perspective. Humanities and Social Sciences Communications, 11(1).
https://doi.org/10.1057/s41599-024-03753-4
Murshed, F., Dwivedi, A., & Nayeem, T. (2023). Brand authenticity building effect of brand experience and downstream effects. Journal of Product and Brand Management, 32(7), 1032–1045. https://doi.org/10.1108/JPBM-02-2021-3377
Nadroo, Z. M., Lim, W. M., & Naqshbandi, M. A. (2024). Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103746
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11).
https://doi.org/10.1016/j.heliyon.2024.e32168
Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger’s brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107. https://doi.org/10.1016/j.jairtraman.2022.102345
Pali. (2000). metodologi penelitian.
Pang, H., Qiao, Y., & Zhang, K. (2024). Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily. Technological Forecasting and Social Change, 198. https://doi.org/10.1016/j.techfore.2023.123023
Park, J. K., Hong, E. P., & Park, Y. na. (2023). Toward a new business model of retail industry: The role of brand experience and brand authenticity. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103426
Peng, L., Zhang, N., & Huang, L. (2024). How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.103949
Phu, M. T., Nguyen, L. N. K., Nhi, T. T. T., Uy, N. H. T., Khoa, L. Đ., N.P, H., Minh, N. T. T., V.T.M, H., & Suol, P. T. (2024). Unlocking The Key Drivers Of Consumer Purchase Intentions For Organic Cosmetics: A Study In Can Tho City, Vietnam. Heliyon, e37672. https://doi.org/10.1016/j.heliyon.2024.e37672
Purbasari, D. M., Respati, R., Fakultas Ekonomi, D., Bisnis, D., & Pakuan, U. (2024). Electronic Word Of Mouth Saat Penjualan Live Streaming Shopee Dalam Meningkatkan Impulse Buying. Jurnal Maneksi , 13.
Purohit, S., Hollebeek, L. D., Das, M., & Sigurdsson, V. (2023). The effect of customers’ brand experience on brand evangelism: The case of luxury hotels. Tourism Management Perspectives, 46. https://doi.org/10.1016/j.tmp.2023.101092
Rather, R. A., Rasul, T., Khan, H., & Khan, I. (2024). Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation. International Journal of Hospitality Management, 116. https://doi.org/10.1016/j.ijhm.2023.103572
Sharkasi, N., De Maeyer, P., Lababdi, H. chaib, AlMansoori, S., & Agag, G. (2025). A sustainable step forward: Exploring factors influencing the purchase intentions towards remanufactured products using fsQCA. Journal of Retailing and Consumer Services, 82. https://doi.org/10.1016/j.jretconser.2024.104115
Sharma, M., Kaushal, D., Joshi, S., Kumar, A., & Luthra, S. (2024). Electronic waste disposal behavioral intention of millennials: A moderating role of electronic word of mouth (eWOM) and perceived usage of online collection portal. Journal of Cleaner Production, 447. https://doi.org/10.1016/j.jclepro.2024.141121
Sonda, A. S. K., & Balqiah, T. E. (2023). Tiktok Live Shopping’s Use Of Live Streaming To Increase Word Of MoutH. Jurnal Aplikasi Manajemen, 21(4). https://doi.org/10.21776/ub.jam.2023.021.04.17
Structural Equation Modeling (Sem) Berbasis Varian: Konsep Dasar dan Aplikasi dengan Program SmartPLS 3.2.8 dalam Riset Bisnis. (n.d.). www.institutpenulis.id
Tuan, P. T., Thu, H. D. Le, & Hang, N. T. D. (2024). Influence of electronic word of mouth on consumers’ intention to purchase airline e-tickets in the Mekong Delta. Transportation Research Procedia, 80, 103–110.
https://doi.org/10.1016/j.trpro.2024.09.014
Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.104015
Yin, C. C., Chiu, H. C., Hsieh, Y. C., & Kuo, C. Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69. https://doi.org/10.1016/j.jretconser.2022.103070
Zare. E, F., Yazdani, H., Hakim, A., & Asarian, M. (2024). Augmented Reality Versus Web-Based Shopping: How Does AR Improve User Experience and Online Purchase Intention. Telematics and Informatics Reports, 15. https://doi.org/10.1016/j.teler.2024.100152
Published
2026-07-07
How to Cite
Haliza, S., & Komaladewi, R. (2026). The power of live engagement : How brand experiences and e-WOM drive Somethinc’s Tiktok sales. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 995-1006. https://doi.org/10.35508/jom.v19i2.24013
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Articles
