Traditional e-commerce is hampered by the absence of human and social cues and client participation until the advent of social commerce. This study examines consumer participation in digital live-streaming Purchase intent is influenced by marketing. According to the findings of 1726 datasets from two e-commerce platforms, customer involvement in live-streaming digital marketing is strongly correlated with follower numbers and buy intent. While price is a crucial moderator, once consumers become followers, its effects on their buy intentions become negligible. The findings show the beneficial effects of social aspects, such as likes, chats, visits, and exposure duration, on transactional (buy) and non-transactional (followership) benefits in social commerce. Finally, the report asks for more research and presents a new perspective on assessing customer engagement in live-streaming digital marketing.