Engaging Gen Z: how influencer livestreams on TikTok build customer loyalty through social ties

Purpose This study aims to investigate how key opinion leaders (KOLs) and key opinion consumers (KOCs) influence customer loyalty (CL) in TikTok-based livestream e-commerce among Gen Z consumers in Vietnam. Using the stimulus–organism–response (SOR) framework, it examines how interactivity, visualization, trust, usefulness, risk and promotions affect social relatedness (SR) and satisfaction, leading to loyalty. Design/methodology/approach A mixed-methods design was adopted, beginning with in-depth interviews to identify key livestream attributes, followed by a survey of 380 consumers. Data were analyzed using partial least squares structural equation modeling. Findings Interactivity, visualization and trust enhance SR, which drives satisfaction and loyalty. Usefulness and promotions positively influence satisfaction, while risk has no significant effect. Satisfaction mediates the impact of SR on loyalty. Influencer type (KOL vs KOC) moderates key relationships. Research limitations/implications The study focuses on Gen Z in Vietnam and solely on TikTok, limiting generalizability. Future research should examine wider populations, platforms and psychological drivers to deepen insights into livestream shopping behavior. Practical implications This study provides actionable guidance for businesses aiming to enhance Gen Z CL via TikTok livestreams. It recommends selecting appropriate influencers, fostering trust, increasing real-time interactivity, improving visualization and tailoring promotions to strengthen social connection and customer satisfaction. Originality/value This study extends the SOR model by incorporating SR as a mediating factor in livestream commerce. It also highlights the differential impact of KOLs and KOCs on consumer loyalty, providing new insights into influencer marketing in emerging markets.