Social media live streaming engagement towards purchase intention and customer acquisition in Klang Valley

Social media live streaming enables real-time video broadcasting to online audiences, revolutionizing interactions by fostering immediacy and engagement. Unlike pre-recorded videos, live streams create a personal connection through authenticity. Despite its popularity, research on live streaming in Malaysia is limited, leading to lack of awareness among local businesses about the potential benefits of this marketing channel. This study attempts to address this gap by employing a quantitative survey to identify the level of live streaming engagement, purchase intention, and customer acquisition in Klang Valley. SPSS were used to analyse the data which comprises 224 respondents who are social media users aged between 18 to above 50 years old. The findings of the study reveal that there is a strong positive correlation between engagement, purchase intention, and customer acquisition. These results provide valuable guidance for businesses and marketers seeking to harness the power of social media live streaming to effectively engage Malaysian audiences and drive meaningful interactions, highlighting the need for tailored marketing strategies.