Increasing Customer Live Streaming Engagement in Online Shopping Platforms

Nowadays, small business entrepreneurs use a new marketing tool to promote their products. This tool is named Live streaming.Objectives: This study aims to help online shop owners maintain customer live-streaming engagement so it can enhance viewers' participation through live-streaming commerce.Methodology: This study used quantitative data, utilizing a survey methodology and employing Indonesian citizens as the research's object. Respondents were obtained through Google form with 225 respondents to be analyzed using PLS-SEM. Variables were measured using a Likert scale. Finding: The result of this study suggests that interactivity, informativeness, and personalization correlate with customer engagement in live-streaming commerce.Conclusion: This research shows how to make a live streaming engagement using e-commerce which was influenced by interactivity, a response to an interaction between subscribers and streamers during live streaming. In addition, there is also informativeness that affects customer live-streaming engagement which is seen from the information provided by the streamer to customers. There is personalization which also affects live-streaming commerce. Future studies can be done in other countries by using the enormous shopping platform in their country with specific shopping platforms, specific sectors (fashion, electronics, food, and others), and measure customer live-streaming engagement using attractiveness because not many papers discuss this topic in Indonesia. Future studies also can distribute more questionnaires for more relevant and valid results and also add more factors like the increase in customer engagement in purchase intention or value co-creation

Textual turns - and a turn-up for the books.

What are the key issues which surround the question of the textual, and of textual conditions, when the researcher's engagement is with live performance practices? Is there something specific to the live event which confounds those of us who work with and engage predominantly in research through published writing? Although my own presentation here is live, I clearly have with me a written script, from which I shall proceed to read. As I do so, however, I want to show you some live-performance "data" specific to professional performance work presented to live audiences at particular moments in the late 20thC

MAKNA INTERAKSI HOST DENGAN PENONTON SAAT LIVE STREAMING DI APLIKASI UPLIVE

This research is motivated by the live streaming phenomenon which is currently widely used by social media users. The live streaming application that is now popular in Indonesia is Uplive. Uplive is one of the best applications that can easily broadcast live events or content as well as the opportunity to earn income by becoming a host or broadcaster on the application. During the live streaming, a host can interact with viewers via live chat in the Uplive application. The purpose of this study is that researchers want to know the meaning of interaction for hosts and viewers during live streaming on the Uplive application. The method used in this research is using qualitative research methods. This research data is in the form of data from interviews with the hosts of the Uplive application and the audience. The results of the study show that the interactions carried out when the host is broadcasting live are not only limited to commenting via live chat, but the audience can also give virtual gifts such as diamonds which can then be exchanged for money. Live streaming interaction for hosts on Uplive is very important because an interaction that exists between the host and viewer can increase user engagement with the host itself. In increasing user engagement, a host must have good communication skills and present good and quality impressions. Keyword: application, host, interaction, live streaming, uplive, viewe

Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing

Purpose The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption is proposed. Brand actions of TV shows include advertising and firm-generated content (FGC) on social media. CEBs include volume, sentiment, and richness of user-generated content (UGC) on social media. Consumption comprises live and time-shifted TV viewing. Design/methodology/approach The authors study 31 new TV shows introduced in 2015. Consistent with the ecosystem framework, a simultaneous system of equations approach is adopted to analyze data from a US Cable TV provider, Kantar Media, and Twitter. Findings The findings show that advertising efforts initiated by the TV show have a positive effect on time-shifted viewing, but a negative effect on live viewing; tweets posted by the TV show (FGC) have a negative effect on time-shifted viewing, but no effect on live viewing; and negative sentiment from tweets posted by viewers (UGC) reduces time-shifted viewing, but increases live viewing. Originality/value Content creators and TV networks are faced with the daunting challenge of retaining their audiences in a media-fragmented world. Whereas most studies on engagement have focused on static firm-customer relationships, this study examines engagement from a dynamic, multi-agent perspective by studying interrelationships among brand actions, CEBs, and consumption over time. Accordingly, this study can help brands to quantify the effectiveness of their engagement efforts in terms of encouraging CEBs and eliciting specific TV consumption behaviors

Using whole body technologies to map the mobility of older adults

In this paper we describe the preliminary findings of two-year study that attempted to map the mobility of our oldest citizens using activity monitoring and location-aware technologies. We recruited a group of 100 adults aged between 72 and 92 years old, drawn from a 25 year longitudinal cohort, and collected lifestyle, nutrition, health and social engagement data. We also fitted a subset of the group with accelerometers and location-based tracking devices and asked them to wear these for a week in order that we could generate accurate, live mobility data and assess these data against self-reports. We are now using this data to describe the relationship between mobility, activity and physical and mental well-being, but in this preliminary paper, we outline some of the main challenges we encountered when trying to use these ‘whole body’ technologies to determine mobility

Student interaction with a virtual learning environment: an empirical study of online engagement behaviours during and since the time of COVID-19.

This paper presents an experience report of online attendance and associated behavioural patterns during a module in the first complete semester undertaken fully online in the autumn of 2020, and the corresponding module deliveries in 2021 and 2022. The COVID-19 pandemic of 2020 resulted in a sudden move of most university teaching online, at a global and large-scale level. This, combined with the need to maintain "business as usual" resulted in new levels of student engagement data for largely unchanged pedagogical processes. Engagement data continued to be gathered throughout the subsequent, phased return to face-to-face and hybrid learning, although at a lesser level of granularity. The wealth of student engagement data gathered during this time allows quantitative insights into how student behaviour continued to adapt during and after the enforced online learning during the COVID-19 pandemic. The anonymous subjects of this case study are computing science students in their final year of undergraduate study. We examine their engagement with the virtual learning environment, including engagement with recorded lecture material, attendance in online sessions and engagement during in-person labs. We relate this to both the students' final grades and the content of the module itself. A number of conclusions are drawn based on this empirical data, relating to observations made by staff and pedagogical theory. There was a moderate, but significant, correlation between engagement in synchronous online lecture sessions and grades during thelockdown phase, but the strength of this correlation has reduced in subsequent years as normality has returned. From monitoring behaviour in online sessions down to minute-by-minute accuracy, it can also be seen that some students strategised their engagement based on sessions they perceived to be most directly contributory to their assessment, placing little value on live guest lecturer sessions. During enforced online learning, the most successful students, on average, engaged with less repeat content than less successful students, instead apparently utilising lecture recordings to "catch up" with missed live lectures

Hidden value - towards an understanding of the full impact of engaging students in user-led research and innovation projects between universities and companies

‘Live’ projects have been the staple of degree programmes in design for as long as design education has existed. They represent the perfect vehicle through which students can test their evolving knowledge and skills. They provide an ideal constructivist platform through which problem-centred, authentic learning can be achieved and deliver immediate value to student learning. This study explores the value to the other stakeholders in such projects: the Company and the University. A suite of projects undertaken over a ten-year period between a leading Design School and one of the largest Fast Moving Consumer Goods companies in the world has been reviewed. Semi-structured interviews with Company employees and academics have been used to establish the impact of each project, and this data has been mapped against the original objective of each project in order to identify the hidden value of these collaborations. Through this exploration of a decade of University-Company collaborations, the authors identify levels of engagement that go beyond the ‘live project’. The paper illustrates the value of such projects for the ‘client’ organisation, and the academic community, as well as reflecting, briefly, on the student experience

ANTESEDEN DAN KONSEKUENSI CUSTOMER ENGAGEMENT PADA KONSUMEN GENERASI Z (Studi Kasus E-commerce Tokopedia Indonesia)

This study aims to analyze and provide empirical evidence of the influence of brand experience, namely sensory and affective brand experience as antecedent factors of customer engagement, and their consequences on brand loyalty. Data was collected using an online questionnaire with a sample of 116 respondents. The data was processed using the SEM - Amos analysis method. The results show that affective brand experience has a positive effect on customer engagement and there is a positive influence on customer engagement on brand loyalty. However, no influence was found on sensory brand experience on customer engagement. This research is limited by 3 things, one of which is respondents who only focus on e-commerce Tokopedia Indonesia users from generation Z who live in Jakarta with an age range of 18-24 years, so it is difficult to be generalize

Growing Business in Live Commerce: A Tripartite Perspective and Product Heterogeneity

Live streaming becomes an important channel helping organizations and individual sellers boost their sales. Our research takes an integrated perspective and examines the simultaneous influences of streamers-, consumers-, and products-related factors on sales volume in live commerce. We apply multiple linear regression to analyze a panel data set collected from Taobao live in Double 11, 2020, which contained 34,925 product sales records. We find that streamers’ social capital, consumers’ engagement, and products’ live demonstration all significantly contribute to product sales volume. In addition, product heterogeneity matters in live commerce such that the effects of streamers’ social capital and products’ live demonstration on sales volume work only for experience products (not for search products) and for the products with less popular brands (not for the products with popular brands). Our research offers comprehensive insights for both researchers and practitioners on how to grow business in live commerce