Analysis of the Role of Digital Business Communication with Live Streaming Features in Shaping Consumer Attitudes, Interests and Trust

  • Herlina H
  • Wilujeng F
N/ACitations
Citations of this article
22Readers
Mendeley users who have this article in their library.

Abstract

Live streaming communication is real-time online communication through comments, emojis and videos. The aim of the research is to determine public perceptions about the role of live streaming digital business communication in shaping consumer attitudes, interests and beliefs. Descriptive quantitative and qualitative phenomenological research methods. The research results concluded that live streaming digital business communication is able to increase consumer attitudes, interest and confidence in shopping online because live streaming has a traditional or face-to-face communication concept, thereby reducing the risk of fraud compared to digital businesses that only rely on photos, comments and videos. Therefore, live streaming can be an effective and efficient marketing medium in explaining product information in real-time which can attract consumers to establish communication so that it can increase consumer attitudes, interest and trust.

Cite

CITATION STYLE

APA

Herlina, H., & Wilujeng, F. R. (2024). Analysis of the Role of Digital Business Communication with Live Streaming Features in Shaping Consumer Attitudes, Interests and Trust. Formosa Journal of Applied Sciences, 3(5), 2395–2404. https://doi.org/10.55927/fjas.v3i5.9108

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free