Title: Live stream marketing and consumer behaviour of the online consumers in Jordan

Authors: Ayat Saed Mohammad; Sana'a Nawaf Al-Nsour; Leen Suliman Mohammad

Addresses: Business Administration, Business and Finance Faculty, The World Islamic Science and Education University (WISE), P.O. Box 1101, 11947, Amman, Jordan ' Customs and Taxes Science Department, Business and Finance Faculty, Al Qadisieh College, P.O. Box 1101, 11947, Amman, Jordan ' Al Omariya School, Amman, Jordan

Abstract: This research aimed to identify the impact of using live stream marketing on consumer purchase intentions. A questionnaire was used to collect primary data. The study population consisted of electronic buyers who use the live stream feature when shopping for their needs. 500 questionnaires were distributed and 299 of them were retained and valid for analysis. Smart PLS4 approaches were used to analyse the data. The research found that the consumer intention to buy is subject to the entertainment, information, attractiveness, expertise and trustworthiness. The research suggested that marketers in Jordan should pay more attention to the way they apply live stream marketing and work more to understand the features that the viewer prefers, they should also be aware of the ways they have to apply in order to increase the consumer's attention to buy their product.

Keywords: live stream marketing; purchase intention; Jordan.

DOI: 10.1504/IJBFMI.2024.139346

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.3, pp.318 - 330

Received: 26 Jun 2023
Accepted: 30 Jun 2023
Published online: 01 Jul 2024 *

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