Streamer Influencers and Live Shopping: A PRISMA Systematic  Review

Meilisa Alvita; Ferryal  Abadi; Unggul  Kustiawan; Rina  Anindita

doi:10.38035/dijemss.v6i6.4906

Authors

Meilisa Alvita Universitas Esa unggul, Jakarta, Indonesia
Ferryal Abadi Universitas Esa unggul, Jakarta, Indonesia
Unggul Kustiawan Universitas Esa unggul, Jakarta, Indonesia
Rina Anindita Universitas Esa unggul, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i6.4906

Keywords:

Live Streaming, Streamer Influencer, Marketing, Digital Marketing, PRISMA

Abstract

This study analyzes the role of streamer influencers in the digital marketing ecosystem through a systematic review of 43 journals using the PRISMA approach. The results show that live streaming and shopstreaming increase audience engagement, build authenticity, and drive purchasing decisions through real-time interaction. Influencer authenticity, entertainment value, and brand credibility are key success factors, while the use of artificial intelligence technology in virtual influencers presents both opportunities and ethical challenges. In addition to its benefits, challenges such as streamer burnout and the need for ethical regulations in digital marketing are also identified. These findings provide valuable insights for developing effective digital marketing strategies.

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