The increased popularity of live video streaming on social networking sites, such as Facebook Live, Instagram Live has opened opportunities for many businesses. Live video streaming offers the real time interactivity and let business connect with their customers immediately. This research aims to identify the antecedents that have effect on the interactivity and the influence of interactivity on customer engagement in live commerce context. The mixed method is applied by first using interview (n=15) as qualitative approach. Then an online survey of 413 participants who have watched live video streaming both in Facebook and Instagram was conduct as quantitative approach. The findings show that sense of immediacy, fear of missing out positively influence customer engagement through both streamers-viewers interaction and viewers-viewers interaction. Furthermore, perceived platform attributes of Facebook and Instagram namely aesthetics and recommendation awareness are also found having different impact on the interactivity while customer watching live video streaming. The theoretical and managerial implications and limitations are also discussed at the conclusion of the research.

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