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Key Drivers of Consumer Interest and Success Factors in Live-Streaming Influencers with Large Followings

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Date

2025

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Master of Business

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Auckland University of Technology

Abstract

Live-streaming has become a dominant force in reshaping online consumer behaviour in today's rapidly evolving digital economy. Platforms like TikTok provide fertile ground for influencers to build large followings and drive real-time commerce. This study investigates why certain live-streaming influencers—particularly those with millions of followers—succeed in capturing and sustaining consumer interest, and which key traits contribute to their commercial and social success. The central focus is on understanding the dynamic interplay between consumer psychology, influencer attributes, and the mechanisms of sustained engagement in the context of live-streaming. While prior studies have examined the extensive impact of social media influencers (SMIs), few have investigated the underlying psychological reasons behind long-term follower behaviour. This study addresses three key gaps in the research: (1) the lack of consumer-centred investigations into why certain influencers attract more sustained attention; (2) the need to explore how real-time interactivity in live-streaming creates a participatory environment in which consumers actively shape their experiences; and (3) the insufficient understanding of how deeper emotional and cognitive gratifications, such as emotional connection or knowledge acquisition, drive long-term follower loyalty. By addressing these areas, this study enhances our understanding of what truly constitutes success for live-streaming influencers with large fan bases. The main research question guiding this study is: What are the key factors that drive consumer interest in live-streaming influencers with large followings? This is supported by three sub-questions: What are the reasons behind the popularity and success of influencers with millions of followers? What consumer preferences do these influencers satisfy? What specific traits differentiate them in a saturated digital market? Methodologically, this research adopts a qualitative approach, conducting in-depth semi-structured interviews with 20 participants who have either purchased or have not purchased items from live streams, but who were attracted as fans from the live broadcasts of influencers with millions of followers. Thematic analysis was employed to examine how various stimuli—ranging from influencer impression and content strategies to emotional expression and product presentation—shape consumer perceptions and behaviours. The S-O-R (Stimulus-Organism-Response) framework provided a guiding structure to trace the transformation of viewers into long-term followers, offering insight into the internal gratification processes that mediate external influencer effects. The findings reveal that successful influencers possess engaging content and promotional strategies and have personal traits that influence consumers’ emotions, such as being brave, healing and knowledgeable. Viewers are attracted to influencers who satisfy their inherent emotional and intellectual needs, such as providing comforting content or practical product insights. These gratifications foster trust and establish long-term and stable relationships between the influencer and their follower. The shift towards more rational consumer behaviour in the live-streaming space was an unexpected yet critical insight. Consumers are no longer driven solely by impulse or price incentives; instead, they increasingly value whether influencer content aligns with their emotional states and cognitive needs. Positive energy has also become a pivotal factor in establishing sustainable engagement. This study contributes to both academic and practical discussions by demonstrating that consumer interest is cultivated through a deeper psychological process, rather than being solely captured through external appeal. The findings offer actionable insights for marketers, influencers, and platforms aiming to foster lasting engagement and brand loyalty in the competitive landscape of live-streaming commerce.

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http://hdl.handle.net/10292/20433

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Masters Theses