Page 16 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

CHAPTER 2

BENEFITS OF LIVE STREAMING

Following benefits are provided by live streaming:

1. WORLDWIDE AUDIENCE:

Globalization, digitization, and information
overload have all had an impact on the

environment that today's firms must function in.

As a result, companies are under pressure to stand
out and take part in diverse debates as a result of

this, with different parties involved. Companies
are using branding's ability to build various
Figure 1. Worldwide Audience
marketing communications channels, and
(D’Henry, n.d.)
competitive advantage. While digital marketing
communications is a relatively new field, businesses want practical frameworks to seize the

opportunities offered by these many channels. Live streaming and online videos have become
popular issues in popular culture and non-academic literature. Several businesses use videos for

marketing (Figure 1). However, interest in live videos is growing for communication objectives.

(K. Keinänen 2017).

The delivery of e-commerce activities and transactions over a live streaming platform is

referred to as "live streaming commerce." It involves a live streaming environment, live streaming
technology, and infrastructure to create a cyber-environment that offers real-time communication,

entertainment, social interactions, and commerce with seamless integration. In such a setting, the

virtual area created by live streaming allows streamers to give viewers a way to observe and
communicate with streamers. In conventional online shopping, customers can only Read static

product content online (such as text, photos, and pre-recorded videos) in a one-way fashion to
acquire product details. Consumers must invest time and energy in product research during the

purchase process, read product details thoroughly, contrast competing offerings, and draw

judgments.

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