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This article aims to analyze the views of Generation Z (Gen Z) towards the use of Mobile Legends online game as a source of income. This research uses a qualitative approach with a case study method involving six research subjects aged 20-24 years old and actively playing Mobile Legends. Data were collected through semi-structured interviews, observations, and documentation studies. The results showed that Gen Z has a positive view of Mobile Legends as a source of additional income. Their main motivations are the desire to earn extra income, an income-generating hobby, filling spare time, and entrepreneurial opportunities. The strategies used include selling accounts, becoming a jockey, live streaming, content creation, and participating in tournaments. Challenges faced include fierce competition, meta game changes, risk of fraud, and the need to maintain a balance between gaming and real life. Playing intensity has a relationship with monetization success, but excessive intensity can have a negative impact. This research provides new insights into the phenomenon of online game utilization as a source of income among Gen Z and its implications for the digital economy and entrepreneurship.

This study investigates the influence of live streaming commerce and online customer reviews on impulsive buying behavior, with e-trust as an intervening variable, focusing on Somethinc cosmetics among Generation Z consumers. Utilizing a quantitative approach, the research gathered data from 100 respondents selected through purposive sampling in Palangka Raya City. The Partial Least Square - Structural Equation Model (PLS-SEM) was employed to analyze the relationships between variables. The findings reveal that live streaming commerce has a significant positive effect on both e-trust and impulsive buying, emphasizing its role as an interactive and engaging marketing tool. Online customer reviews also positively impact e-trust and impulsive buying, albeit with a weaker effect. However, the mediating role of e-trust between these factors and impulsive buying is not statistically significant, suggesting that Generation Z consumers prioritize interactive and social aspects over trust in their purchasing decisions. This study provides valuable insights for marketers aiming to enhance impulsive buying through digital marketing strategies. Future research is encouraged to explore these relationships across various industries and demographics to broaden the understanding of impulsive buying behavior.  

The rapid advancement of digital technology has unlocked new opportunities in marketing, especially through social media platforms like TikTok. This study explores the synergy between viral marketing, gimmick marketing, and influencer marketing in driving the transformation of customer behavior from passive consumers to active participants within the digital marketing ecosystem. A quantitative approach was employed, collecting data from 200 respondents actively involved in digital marketing on TikTok as resellers, dropshippers, affiliates, and co-creators. Using the Partial Least Squares method for analysis, the findings reveal that viral marketing significantly influences the transformation of customer behavior. Similarly, gimmick marketing demonstrates a direct and significant impact on this transformation. Moreover, influencer marketing serves as a mediator, amplifying the effects of both viral and gimmick marketing on transformation of customer behavior. This behavioral shift is evident in the transition of consumers from passive roles to active contributors, taking on positions such as resellers, dropshippers, affiliates, and co-creators. At the same time, sellers are evolving from traditional marketing practices to utilizing e-commerce, social media, and live streaming to reach wider audiences. By actively engaging consumers, sellers foster a collaborative ecosystem where consumers play a pivotal role in expanding the marketing framework. To sustain long-term consumer engagement in this digital marketing ecosystem, it is essential to prioritize the selection of credible and relevant influencers while providing continuous education and support for resellers, dropshippers, and affiliates. This research strengthens the theory of planned behavior and the diffusion of innovations theory, offering fresh insights into designing marketing campaigns based on the 4Ps of digital marketing (Platform, Page, Program, and Posting) to address the needs of the digital era.

The fast-paced growth of digital technology and online communication has transformed how people connect, share information, and build communities. Among the many social media platforms, TikTok stands out for its ability to create dynamic and interactive engagement through short-form videos and live streaming features. This study explores how the retail brand OH! SOME uses communication strategies on TikTok to foster meaningful interaction with its audience. Drawing on Chriss Fill’s (1995) three-stage communication framework—Pull, Push, and Profile Strategies—the research examines how these approaches are implemented across OH! SOME’s beauty, makeup, and skincare accounts. A qualitative descriptive method was employed, combining in-depth interviews, direct observation, and documentation with three key participant roles: the operator, live streaming assistants, and hosts. The findings reveal that OH! SOME’s communication success on TikTok relies on its ability to integrate creative content with real-time interaction. The Pull Strategy attracts audiences through engaging visuals and relatable messages; the Push Strategy emphasizes teamwork and consistent interaction during live sessions; and the Profile Strategy strengthens brand image and trust among followers. Overall, the study highlights how classical communication theories can be adapted to the dynamics of digital marketing. It provides both conceptual and practical insights for brands seeking to build audience relationships in the era of social commerce. The results also underline TikTok’s potential not merely as a sales tool but as a space for creating community, authenticity, and emotional connection with consumers.

This study investigates the factors influencing Sichuan consumers' purchase intention on e-commerce in the apparel industry. The economic advantages of live streaming and e-commerce have attracted widespread attention, and researchers are particularly keen on delving into the psychological impact of these new channels on consumers' buying behavior. The emergence of new sales channels in the apparel sector is increasingly vital in stimulating sales growth. The number of respondents for this study was 395. The results of this study show that consumers’ purchase intention for e-commerce in the apparel industry would be impacted by performance expectation,  effort convenience, perceived usefulness, perceived behavior control expectation, and social impact. These findings have practical implications for marketers and e-commerce platforms, enhancing the consumer experience and increasing purchase intention.

Sales activities through online marketplaces today are not just about making product visuals, product titles, and descriptions as attractive as possible. The presence of the live streaming feature can be utilized by sellers to reach more buyers with faster and more intimate interactions. Erigo is one of the sellers who utilizes the Shopee Live live streaming feature provided by Shopee. Erigo collaborated with the idol group JKT48 in various forms of promotion, one of which was by involving JKT48 members in live streaming activities on Shopee Live. There was an increase in the number of viewers and turnover obtained by Erigo when JKT48 members were actively involved in live streaming activities through Shopee Live. The popularity of JKT48 and fan fanaticism are important in the success of the collaboration carried out by Erigo and JKT48.

Sukarara Village, Central Lombok Regency. Sukarara Village is known for its production of traditional woven fabrics that have high cultural and economic value. However, the main challenges faced are limited market access and low interest of the younger generation to preserve weaving skills. In this context, social media offers an effective solution to expand the promotional reach of woven products. Through platforms such as TikTok and Facebook, weaving artisans can showcase their products visually and interactively to a global audience. This research uses a qualitative approach with a netnography method to understand the interactions and digital marketing strategies used by local communities. The data sources studied were weaving craftsmen and weaving resellers. Data were collected through interviews, observation and documentation. Data analysis was carried out by collecting data, reducing data, presenting data, and conclusions. The instruments used were interview guidelines, observation guidelines, and documentation. Data validity was carried out by triangulating data, sources and techniques. The results showed that social media not only increased the visibility and sales of woven products but also helped in preserving local cultural heritage. TikTok, with its short video and live streaming features, proved particularly effective in attracting consumer attention and facilitating direct interaction. This research also reveals how local agents can modify and enrich social and economic structures through the use of social media, in line with Giddens' theory of structuration. For long-term sustainability, additional strategies to attract the younger generation and diversification of promotional platforms are required.

Technological advances are advancing rapidly, shopping can be done even without leaving the house. Tiktok is one of the online shopping media with the tiktokshop feature. In the tiktokshop application there is a live streaming that is carried out to review the seller's product. In live streaming, it offers discount vouchers that attract the attention of buyers. Teenagers are very easily tempted by voucher offers. This triggers teenagers to do impulsive buying behavior. In this study it was measured using a likert scale. The research subjects were 100 students of Walisongo State Islamic University Semarang. This research uses probability sampling technique. Research using quantitative methods. Based on the research that has been done, the research results show that the significance value is 0.000 (p <0.05) so, there is an effect of shopping discount vouchers on the live streaming application of the tiktok application on impulsive buying in Walisongo State Islamic University Semarang.

In the contemporary digital era, marketing methods have undergone significant changes along with the increasing use of online technology. In this case, live streaming, content marketing, and online customer reviews have become more important components in business marketing strategies aimed at influencing consumer decisions. This study aims to explore the ways in which these three factors influence customer decisions. The study results show how big an impact live streaming, content marketing, and online customer reviews have on purchasing decisions. Studies show that a company's ability to influence consumer decisions increases with how well the company integrates content marketing with live streaming, and online customer reviews have a significant influence. These findings show how important it is for companies to monitor and manage these variables to influence more consumer decisions in the digital era.

As marketing strategies evolve, digital marketing is becoming increasingly integral to contemporary marketing approaches. Various promotional tactics, including social media marketing, live streaming, and online customer evaluations, are being utilized by companies to attract consumer interest in purchasing products. This study aims to examine the impact of social media marketing, live streaming, and online assessments on purchasing interest in The Originote products on the Shopee platform. The study population consists of The Originote's Instagram followers, with a sample size of 117 respondents. Data analysis is conducted using SPSS 26, encompassing validity and reliability assessments, classical assumption tests, multiple linear regression analysis, f-tests, and t-tests. The findings of the study suggest that while social media marketing (X1) does not significantly influence purchasing interest, live streaming (X2) and Customer online Review (X3) exhibits a significant impact on purchasing interest.

This study aims to determine the influence of online customer reviews, online customer ratings, and live streaming features on the purchase decisions of fashion products on the Shopee marketplace in the Surakarta region. This research was conducted in October 2023. The number of samples in this study was 147 respondents from Shopee users in Surakarta. Sampling is done using the purposive sampling method. The data collection technique used in this study is the quantitative method of distributing questionnaires online through social media. Multiple regression is the analysis method used in this study. The results of this study show that online customer reviews, online customer ratings, and live streaming features partially have a significant positive influence on the purchase decisions of fashion products in Surakarta.