Interactive Live Streaming: Analysis of Online Marketing Communication in Online Shopping
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Published:
Aug 18, 2023
Keywords:
Digital Marketing, Management, Marketing Strategy, marketplace, online shop
Section
Articles
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Article View : 308 Times
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Abstract
The purpose of this study is to determine and analyze how consumers perceive the added value when shopping through interactive live streaming, their interest in sales conducted via interactive live streaming, and their confidence in online stores that carry out interactive live sales promotions. Data collection techniques include interviews, observation, data sources (informants), and documentation. The data analysis technique used involves presenting data and drawing conclusions. In summary, this research provides valuable insights into the multifaceted effects of interactive live streaming within the context of online shopping. The findings underscore the importance of added value, consumer interactions, and seller trust in shaping consumers' online shopping experiences. These insights carry significant implications for businesses seeking to optimize their online presence and customer engagement strategies.
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How to Cite
Mardiah, A., Evanita, S., & Syawalki, L. (2023). Interactive Live Streaming: Analysis of Online Marketing Communication in Online Shopping. ProBisnis : Jurnal Manajemen, 14(4), 104–109. https://doi.org/10.62398/probis.v14i4.246
References
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Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10). https://doi.org/10.1016/j.heliyon.2019.e02690
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Usman, & Vuspitasari, B. K. (2019). Penerapan Nilai-nilai Kejujuran dalam Mengembangakan Pendidikan Kewirausahaan di Daerah Perbatasan. JBEE : Journal Business Economics and Entrepreneurship, 1(2), 20–27.
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Yu, E., Jung, C., Kim, H., & Jung, J. (2018). Impact of viewer engagement on gift-giving in live video streaming. Telematics and Informatics, 35(5), 1450–1460. https://doi.org/10.1016/j.tele.2018.03.014
Zhang, N., Yu, P., Li, Y., & Gao, W. (2022). Research on the Evolution of Consumers’ Purchase Intention Based on Online Reviews and Opinion Dynamics. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416510
Cahyani, S. R., & Artanti, Y. (2023). Pengaruh Online Customer Trust dan Online Store Environment terhadap Online Impulse Buying Produk Fashion melalui Perceived Enjoyment pada Konsumen TikTok Shop. Jurnal Ilmu Manajemen (JIM), 11(2), 252–265.
Carysa Siahaya, J., Amelia, Dr., & Suryaputra, R. (2021). Analysis of The Effect of Application Design, Customer Service, Security and Privacy, and Fulfilment Dimensions To Customer Satisfaction And Repurchase Intention Of Blibli.Com Customers In Surabaya. International Journal of Research Publications, 69(1). https://doi.org/10.47119/ijrp100691120211691
Chen, Q. (2021). Live Streaming-the New Era of Online Shopping.
Dabhade, N. B., & Bhagwat, S. (2020). Effect of Online Marketing Communications [OMC] on Consumer buying behaviour: A study of online and offline shopping mode. International Journal for Innovative Research in Multidisciplinary Field, 6(3), 82–84. https://www.ijirmf.com/wp-content/uploads/IJIRMF202003017.pdf
Hamdan, Y., Ratnasari, A., Sofyan, A., & Yuniati, Y. (2020). Personal Selling Skill in Building Interaction with Consumers.
Leong, L. Y., Hew, T. S., Ooi, K. B., Chong, A. Y. L., & Lee, V. H. (2021). Understanding trust in ms-commerce: The roles of reported experience, linguistic style, profile photo, emotional, and cognitive trust. Information and Management, 58(2). https://doi.org/10.1016/j.im.2020.103416
Moleong, L. J. (2018). Metodologi Penelitian Kualitatif. PT. Rosdakarya.
Rahayu, S. K., & Fatima, F. N. (2019). Marketing Communication Strategy with E-Commerce. IOP Conference Series: Materials Science and Engineering, 662(3). https://doi.org/10.1088/1757-899X/662/3/032058
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10). https://doi.org/10.1016/j.heliyon.2019.e02690
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37. https://doi.org/10.1016/j.elerap.2019.100886
Usman, & Vuspitasari, B. K. (2019). Penerapan Nilai-nilai Kejujuran dalam Mengembangakan Pendidikan Kewirausahaan di Daerah Perbatasan. JBEE : Journal Business Economics and Entrepreneurship, 1(2), 20–27.
Vasic, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0–0. https://doi.org/10.4067/s0718-18762019000200107
Widayati, W., & Augustinah, F. (2019). Pemanfaatan Media Sosial sebagai Sarana Promosi Makanan Ringan Kripik Singkong di Kabupaten Sampang. DIALEKTIKA : Jurnal Ekonomi Dan Ilmu Sosial, 4(2), 1–20. https://doi.org/10.36636/dialektika.v4i2.345
Yu, E., Jung, C., Kim, H., & Jung, J. (2018). Impact of viewer engagement on gift-giving in live video streaming. Telematics and Informatics, 35(5), 1450–1460. https://doi.org/10.1016/j.tele.2018.03.014
Zhang, N., Yu, P., Li, Y., & Gao, W. (2022). Research on the Evolution of Consumers’ Purchase Intention Based on Online Reviews and Opinion Dynamics. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416510