An integrated marketing communication perspective on brand loyalty in live streaming e-commerce: The roles of message consistency and interactivity

Abstract

This study examines the effects of message consistency and interactivity on brand loyalty in live streaming e-commerce, drawing on the Stimulus–Organism–Response (S-O-R) framework to explain how communication stimuli shape consumer evaluations and behavioral responses. Message consistency and interactivity are conceptualized as stimuli, while brand trust and perceived quality represent the organism stage mediating their effects on brand loyalty.The research adopts a post-positivist paradigm using a quantitative explanatory approach. Data were collected from 225 respondents in Jakarta who have experience watching and purchasing products through live streaming in the local fashion sector, using purposive sampling via an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.6 software. The results indicate that message consistency has a positive and significant effect on brand trust but does not have a significant direct effect on brand loyalty. Similarly, interactivity has a positive and significant effect on perceived quality but does not significantly influence brand loyalty directly. Furthermore, both brand trust and perceived quality have positive and significant effects on brand loyalty. These findings suggest that the influence of communication strategies in live streaming e-commerce on brand loyalty occurs indirectly through consumer perceptions, particularly brand trust and perceived quality. Therefore, brands are encouraged to prioritize strategies that build consumer trust and strengthen perceived product quality, rather than relying solely on consistent messaging and interactive features. This study is limited to a product category and geographic context. Future research is recommended to explore broader settings and additional mediating or moderating variables.