YouTube Live Streamer Sustainability:
Presence, Interactivity, and Attractiveness on Viewer Flow Experience.
Keywords:
attractiveness, flow experience, interactivity, live streaming, social presenceAbstract
This study analyzes the effects of social presence, interactivity, and attractiveness on the flow experience of YouTube Live viewers in Indonesia. Despite the rapid growth of digital broadcasting, sustaining optimal audience engagement remains a challenge, necessitating further investigation into its communicative determinants. Employing an explanatory quantitative design, data were collected from 100 active viewers via purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) within the Stimulus-Organism-Response (S-O-R) framework. The findings indicate that social presence, interactivity, and attractiveness exert a significant positive effect on viewers' flow experience, with streamer attractiveness emerging as the strongest predictor. Ultimately, this study highlights live streaming not merely as an entertainment tool but as a dynamic digital communication space. The results emphasize that fostering two-way communication and a supportive online environment is vital for content creators to sustain audience immersion in new media platforms.
Downloads
References
Chiu, W., Kim, H. S., & Oh, Y. S. (2025). Exploring the impact of sports and fitness live streamer attributes on consumer well-being: Symmetric and asymmetric modeling approaches. Sport Marketing Quarterly, 34, 110–124. https://doi.org/10.32731/SMQ.342.062025.02
Chung, X. L., Yasmin, F., Haider, S. A., Sinnappan, P., Poulova, P., Baskaran, S., Tehseen, S., & Idris, I. (2025). Impulsive buying behaviour in live-streaming commerce: An application of S-O-R theory. Cogent Social Sciences, 11(1), 2474861. https://doi.org/10.1080/23311886.2025.2474861
Egi, M. E., & Aprillia, A. (2025). Social presence in live streaming, consumer trust, and flow experience: Catalyst of impulsive buying. Economics and Business Quarterly Reviews, 8(1), 26–35. https://doi.org/10.2139/ssrn.5138855
Herman, F. J., & Amelinda, R. (2025). Peran daya tarik dan keahlian streamer terhadap niat pembelian melalui flow experience. Jurnal Ekonomi. https://doi.org/10.24912/je.v30i1.2921
Hidayat, R., & Nurfadilah, D. (2026). Dynamics of Islamic preaching and audience reception in the era of digital media. QIJIR, 1(1), 35–42. https://ejournal.qrisetindonesia.com/qijir/article/view/119
Jang, M. H., & Choi, E. Y. (2022). How will video conference fatigue affect participants of MICE in the with-COVID-19 era? Focusing on video conference quality, social presence theory, and flow. International Journal of Environmental Research and Public Health, 19(8), 4601. https://doi.org/10.3390/ijerph19084601
Kautsar, A. (2022). Digital marketing dan digital finance apakah menjadi faktor berkembangnya UMKM di Surabaya? Jurnal Ekonomika 45, 10(1), 308–313. https://doi.org/10.30640/ekonomika45.v10i1.949
Kharisma, F., & Kurniawati, M. (2021). Pengaruh attitude homophily, social attractiveness, self-disclosure, endorser credibility, dan parasocial interaction terhadap purchase intention. Jurnal Ilmu Manajemen, 9(1), 10–18. https://doi.org/10.26740/jim.v9n1.p10-18
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129. https://doi.org/10.3389/fpsyg.2022.995129
Lutfia, N., & Wulandari, N. (2025). Analisis dampak dari social presence, interactivity, attractiveness dan expertise pada flow terhadap purchase intention dan continuous watching intention live streaming Tiktok Shop. JAMIE: Journal of Applied Management, Innovation, and Economics, 3(1), 377. https://doi.org/10.35384/jamie.v3i1.772
Mubarokah, S. N., Pratama, F. B., Razan, A. N., Gading, R. A., Nur, N. A., Bafadal, I., & Fachmi, M. (2025). Flow experience as a primary driver of Gen-Z purchase intention on TikTok live shopping: A mediator with limited effect. Proceedings of the International Conference on Digital Business Innovation and Technology Management (ICONBIT 2025). https://proceeding.unesa.ac.id/index.php/iconbit/article/view/5648
Nasution, A. D. N., Wirahyuda, F., & Rubino, R. (2026). Internalization of Islamic communication ethics in forming wise attitudes in using social media. Al-Risalah, 17(1). https://doi.org/10.34005/alrisalah.v17i1.5482
Parvinen, P., Tandefelt, M., Pöyry, E., Nordberg-Davies, S., & Palo, T. (2022). Analyzing commercial collaboration attractiveness in YouTube based on micro-analytical content labeling and audience retention. Proceedings of the 55th Hawaii International Conference on System Sciences, 4245–4254. https://doi.org/10.24251/HICSS.2022.228
Putri, A. J., Syahputra, S., & Pradana, M. (2024). The influence of social presence on purchase intention in live video commerce (Empirical study in Bandung City). Journal of Applied Business, Taxation and Economics Research, 4(1), 121–130. https://doi.org/10.54408/jabter.v4i1.380
Ramdani, L., Komaladewi, R., & Yudha, R. T. B. (2025). The effect of live streaming interaction on consumers' purchase intention in Bandung City: Social presence as a mediation factor. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 8384–8399. https://doi.org/10.31538/iijse.v8i1.7276
Rosmalia, T. R., Dhenabayu, R., Fazlurrahman, H., & Dewi, R. S. (2025). Evaluasi model faktor laten dalam kondisi kelangkaan data: Studi kasus rendahnya pembelian ulang pada e-commerce. Indonesian Journal of Humanities and Social Sciences, 6(4), 775–784. https://doi.org/10.33367/ijhass.v6i4.8431
Solekhan, M. (2023). Communication ethics in social relationships using social media wisely in Islamic values. Journal of Modern Islamic Studies and Civilization, 1(1). https://doi.org/10.59653/jmisc.v1i01.1
Sunanto. (2024). Pengaruh live streaming characteristics dan product type terhadap impulsive buying melalui trust dan flow experience dalam live streaming commerce pada platform Tiktok di Indonesia. Jurnal Paradigma Ekonomika, 19(4). https://online-journal.unja.ac.id/paradigma/article/view/38717
Wang, H., Ding, J., Akram, U., Yue, X., & Chen, Y. (2021). An empirical study on the impact of e-commerce live features on consumers’ purchase intention: From the perspective of flow experience and social presence. Information, 12(8), 324. https://doi.org/10.3390/info12080324
Wu, S. F., Lu, Y. L., & Lien, C. J. (2021). Measuring effects of technological interactivity levels on flow with electroencephalogram. IEEE Access, 9, 85813–85822. https://doi.org/10.1109/ACCESS.2021.3088716
Xin, M., Jian, L., Liu, W., & Bao, Y. (2024). Exploring the effect of live streaming atmospheric cues on consumer impulse buying: A flow experience perspective. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 364–389. https://doi.org/10.3390/jtaer19010020
Zheng, S., Chen, J., Liao, J., & Hu, H. L. (2023). What motivates users’ viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective. Journal of Retailing and Consumer Services, 72, 103240. https://doi.org/10.1016/j.jretconser.2023.103240
Zhou, L., Zhou, H., Cui, X., & Zhao, J. (2025). Antecedents and consequences of flow experience in virtual reality tourism: A path analysis of visit intention. Information, 16(6), 484. https://doi.org/10.3390/info16060484
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Dio Doni Harson, Hujjatullah Fazlurrahman, Fresha Kharisma, Achmad Kautsar
This work is licensed under a Creative Commons Attribution 4.0 International License.
