Social media live streaming services have recently become the new method for online sellers to showcase their products and show the viewers or the potential customers the real products with details and price. In 2019, almost 88% of internet users in Malaysia were estimated to be searching online products or services to buy and about a third of Malaysians preferred to shop via social media platforms such as Facebook and Instagram. With more than half of Malaysians nowadays buying the products on social media it is very important to examine the impact of social media live streaming on the customers’ impulsive buying behaviour. In this study, a conceptual framework is built to establish the relationship between live streaming of social media towards the impulsive buying behaviour of customers. Hence, the authors aim to emphasize the relationship of website characteristics, trust, product characteristics, variety seeking and social influence in studying the impulsive buying among the social media users in Malaysia through the live streaming marketing on social media.