Ni Komang Sabine Deviana Maharani
ABSTRACT
This study investigates the impact of social media live streaming on clothing and accessories sales. Data from 156 sellers revealed a positive correlation between live streaming and increased sales. Rough statistical analysis using Smart PLS 4.0 software confirmed the significance of the correlations. The findings are significant for sellers in the fashion industry, offering valuable insights on harnessing social media live streaming as a powerful tool for boosting sales. By embracing this emerging trend, sellers can captivate their audience, showcase products in real-time, engage customers through interactive sessions, and build stronger connections, ultimately driving increased sales. The study contributes to the growing body of knowledge on the relationship between live streaming and sales in the fashion industry, highlighting the potential of this communication medium for sellers to thrive in the dynamic digital marketplace. By leveraging the insights provided, sellers can strategically utilize social media live streaming to enhance their sales efforts, driving growth and success in the fashion industry.
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Index Terms
- The Influence of Social Media Live Streaming on Fashion Industry Sales: A Study of Live Shopping from Seller's Perspective
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