Muhammad Hasan, Henry Peter Paul, Darlene Sitorus, Despian Januandri and Brenda Jaleel 2025. The ‘Live’ Gaze: A Neuromarketing and Eye-Tracking Analysis of Consumer Attention and Impulse Buying on Shopee Live and TikTok Shop in Indonesia. Open Access Indonesia Journal of Social Sciences. 8, 2 (Nov. 2025), 2028-2040. DOI:https://doi.org/10.37275/oaijss.v8i2.298.