Effectiveness of Live Selling Marketing Strategies as a Key Tool to Enhance Sales in the Fashion Business
Year: 2024
Type: article
Study design: Observational Study
Abstract: This research examines how live selling marketing strategies can boost sales for a fashion brand. Data was gathered through a questionnaire on the brand’s Instagram, and Smart PLS was used for statistical analysis to understand the relationships between different factors. The results show that live selling significantly enhances customer engagement, sales conversion rates, and brand loyalty. The study confirms the reliability of the research model and highlights key factors that contribute to successful live selling, along with the challenges faced. Practical recommendations are provided to help optimize live selling strategies in the fashion industry. While the findings are specific to the selected brand, they offer valuable insights for other fashion brands looking to implement similar strategies.
Authors: Institut Teknologi Bandung, Safarah Yardha, Isti Raafaldini Mirzanti, Institut Teknologi Bandung
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404085109