Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)

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Digital Consumer Behavior in Developing Markets: The Impacts of Livestream Marketing through Uses and Gratifications Theoretical Lens

Authors
Hieu Vo Minh1, *, Khoa Bui Thanh1
1Greenwich University Vietnam, Ho Chi Minh city, Vietnam
*Corresponding author. Email: HieuVM@fe.edu.vn
Corresponding Author
Hieu Vo Minh
Available Online 16 October 2025.
DOI
10.2991/978-2-38476-470-9_8How to use a DOI?
Keywords
Livestream marketing; Interactive marketing strategies; TikTok; Uses and Gratifications Theory
Abstract

The rapid rise of digital platforms has transformed marketing practices, with livestream marketing emerging as a key form of interactive marketing in developing countries. Livestreaming enables real-time engagement between brands and consumers, offering a dynamic and immersive way for businesses to connect with their audiences. This paper aims to examine the role of livestream marketing within the context of developing economies, using TikTok as a case study. Drawing on the Uses and Gratifications Theory (UGT), this study analyzes how TikTok’s livestreaming feature satisfies various consumer needs, including information-seeking, entertainment, social interaction, and personal identity. Through the case analysis, this paper identifies several advantages of livestream marketing, such as heightened consumer engagement, enhanced brand loyalty, and cost-effective reach. However, it also discusses potential drawbacks, including over-reliance on entertainment and unequal digital access, which may limit its reach in less affluent regions. The findings provide valuable insights into the growing significance of livestream marketing in developing markets. Additionally, the paper highlights areas for future research, particularly in addressing the digital divide in emerging economies.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
16 October 2025
ISBN
978-2-38476-470-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-470-9_8How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hieu Vo Minh
AU  - Khoa Bui Thanh
PY  - 2025
DA  - 2025/10/16
TI  - Digital Consumer Behavior in Developing Markets: The Impacts of Livestream Marketing through Uses and Gratifications Theoretical Lens
BT  - Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)
PB  - Atlantis Press
SP  - 84
EP  - 96
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-470-9_8
DO  - 10.2991/978-2-38476-470-9_8
ID  - Minh2025
ER  -