The Effect of Promotional Strategies on Sales in Live Streaming Commerce: An Empirical Study in Malaysia

Live streaming has emerged as a powerful e-commerce tool, enabling businesses to engage with customers in real time and drive sales through interactive content. This study investigates the impact of key promotional strategies—namely promotional offer type, live host characteristics, and post timing—on sales performance during live streaming events in Malaysia. Utilizing a quantitative research design, data were collected through a structured questionnaire distributed to respondents who have experienced live shopping. The study employed descriptive statistics, correlation analysis, and multiple regression to examine the relationships between the independent variables and sales outcomes. Findings revealed that all three promotional strategies significantly and positively influenced sales. Promotional offer type, live host characteristics, and post timing each played an important role in shaping consumer purchase decisions. These results underscore the importance of well-designed promotions, engaging hosts, and strategic timing in maximizing live commerce success. The study offers valuable insights for marketers and businesses seeking to optimize their live streaming strategies to boost sales and enhance e-commerce performance.