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IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING

Caio Nazario Fozatti1 , Felipe Domingos Feliciano1 , Ingrid Alexandra Bueno1 , Laila Oliveira1 , Lorena Sayuri Miranda1 , Marina Cerejo Pongeluppi1 , Rafael Carmo1 , Prof. Me. Eder Freitas1

  1. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 48-61
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Abstract

Introduction: TikTok Shop brings content, social interaction and purchase into a single flow, a setting in which impulse buying calls for specific examination. Objective: to analyze the relationships among social influence, commercial stimuli, purchase convenience and impulse buying on short-video and live-streaming platforms. Methods: two-phase integrative review, with an initial exploratory search and a documented PubMed search on October 28, 2026 (58 records; 22 included), yielding 34 works analyzed through thematic synthesis in the S-O-R model and an evidence map. Results: social influence and commercial stimuli are consistently associated with impulse buying, usually through arousal, pleasure and perceived value, with context-dependent exceptions; convenience has moderate, indirect support, and only two studies address TikTok. Conclusion: the evidence indicates associations, not causality, and lacks studies with Brazilian consumers.

KeywordsImpulse buyingTikTok ShopSocial commerceLive commerceS-O-R model
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Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Funding
No
Copyright
© 2026 Caio Nazario Fozatti, Felipe Domingos Feliciano, Ingrid Alexandra Bueno, Laila Oliveira, Lorena Sayuri Miranda, Marina Cerejo Pongeluppi, Rafael Carmo, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Administration from the University of the Amazon (UNAMA)