Errmann, AmyXu, YingziWang, Ci2025-05-222025-05-222025http://hdl.handle.net/10292/19249Live streaming sales, a newly emerging sales method, have gained significant popularity in recent years. Boosted by the COVID-19 pandemic, which significantly accelerated the growth of live streaming platforms, live streaming evolved from simple entertainment to incorporating business functions. Live streaming sales involve real-time interaction between streamers and viewers to promote and sell products or services, experiencing exponential growth in the past few years. However, existing research on the impact of live streaming sales on customer loyalty remains limited. This study aims to address this gap by conducting a systematic literature review to examine how live streaming sales influence customer loyalty. Four aspects of customer loyalty are examined separately: customer satisfaction, customer commitment, customer trust, and repurchase intention. The research systematically reviews 20 relevant studies on live streaming sales and customer loyalty, identifying key factors that contribute to fostering customer loyalty in this digital sales environment. This research fills a gap in the existing literature by identifying the key factors within live streaming sales that drive customer loyalty. However, a notable limitation is that most of the reviewed studies focus on the China market, which may limit the generalizability of the findings.enDissertationOpenAccess