In recent years, social media has changed the way of marketing, providing marketers with the means to attract, convert, and transform consumers affordably. The study addresses gaps in existing research by integrating the Elaboration Likelihood Model (ELM) to understand decision–making processes in live streaming. By examining both central and peripheral routes, the study investigates how product presentation, argument quality, streamers' attractiveness, and social validation collectively influence purchase intentions.
The findings challenge assumptions, revealing that although there is no significant association between product presentation and purchase intention, but on the other hand, argument quality, attractiveness, and social validation play crucial roles. Furthermore, the importance of trust in the streamer is emphasized in shaping trust toward the product. Nevertheless, it's crucial to underscore that the study distinguishes between trust in the product and trust in the streamer, elucidating the influences on purchase intentions. These insights offer valuable implications for marketers navigating the complexities of live streaming, emphasizing the multifaceted factors influencing consumer decisions in this dynamic landscape.

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