The influence of social proof on impulse buying behavior of Gen Z during TikTok livestreams in Hanoi
Published: July 25, 2026
Abstract
TikTok livestreaming has emerged as a significant shopping trend, especially among Gen Z, a generation highly integrated with digital technology. Unlike traditional online shopping, livestreaming enables real-time interaction between sellers and buyers, fostering a highly engaging and dynamic shopping experience. This interaction not only enhances consumer trust but also encourages impulsive buying behavior. However, the psychological factors driving such behavior, particularly the role of social proof in influencing Gen Z’s purchasing decisions during TikTok livestreams, have not been extensively studied. This study aims to explore how social proof impacts impulsive buying among young consumers, offering insights into the underlying psychological drivers. The findings will provide valuable recommendations for individuals and businesses to optimize sales strategies and effectively leverage social proof to boost conversions in livestream shopping environments.
Keywords
social prooflivestreamimpulse buyingTikTokGen ZHanoi
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