Ramly, M. A. H., Zainuddin Tan, N., Abas, F., & Ahmad, D. (2026). From theory to live stream: Assessing the effectiveness of TikTok Live projects on student application of the 4Ps and real-time engagement in a Fundamentals of Marketing course. The Asian Journal of Professional & Business Studies, 7(1), 289–306. https://doi.org/10.61688/ajpbs.v7i1.498