Live Streaming and Purchasing: What Have Gone Missing? oleh Chen Yanning, Shafie Sidek, Azmawani Abd. Rahman & Muhammad Iqbal Arrasyid

Many people watch online shop live streaming mostly just for fun. They were there for the entertainment, to chill out after a long day, not necessarily to shop. You had this weird situation where live streams were super popular, but they weren't leading to many sales. It was a lot of sizzle, but not much steak. This was a massive headache for the beauty industry. How do you convince someone to buy a foundation they can't test on their own skin, or a lipstick they can't try on? Viewers were hesitant, and who could blame them? That "what if it doesn't look good on me" feeling is real. That is where this book comes in. We realised that the key is not just having an influencer, but having the right one who can make their audience feel confident enough to click that "buy now" button. We need to understand what makes people tick and what truly turns a casual viewer into a loyal customer.