# Agricultural products: A study on the impact of social presence on customer engagement in livestream marketing

## TL;DR

This study explores how social presence affects customer engagement in livestream marketing of agricultural products, emphasizing the role of trust and satisfaction.

## Contribution

The study introduces a conceptual model integrating social presence, customer satisfaction, and trust atmosphere in agricultural livestream marketing.

## Key findings

- Social presence positively affects customer engagement directly and through customer satisfaction.
- Trust atmosphere strengthens the effect of social presence on engagement and the role of satisfaction.
- Findings suggest actionable strategies for improving agricultural livestream marketing.

## Abstract

With the development of the digital economy, livestream marketing for agricultural products has become an important channel for promoting the digital transformation of rural industries. Drawing on user value theory, this study examines how social presence influences customer engagement in agricultural livestream marketing by incorporating customer satisfaction as a mediating variable and trust atmosphere as a moderating variable, and proposes a conceptual model. Based on data from 312 valid questionnaires, the results show that social presence positively affects customer engagement both directly and indirectly through customer satisfaction. Moreover, trust atmosphere strengthens the direct effect of social presence on customer engagement as well as the mediating role of customer satisfaction. This study extends consumer behavior research by integrating livestream marketing into the theoretical framework and highlighting the role of livestream-specific relational factors in shaping customer behavior. The findings also provide actionable insights for optimizing agricultural livestream marketing, including fostering trust, enhancing interactivity, and supporting farmers and e-commerce platforms.