Exploring Live Streaming as a Game-Changer for Direct - to - Consumer Marketing During COVID-19

Abstract

The COVID-19 pandemic forced the closure of physical retail stores, compelling brands to explore innovative ways to engage with customers. Live Streaming emerged as a powerful tool, enabling brands to maintain customer access and foster engagement even during lockdowns. This study explores the potential of livestreaming as a viable medium for direct-to-consumer communication and interaction. This paper presents a conceptual framework for using live streaming in marketing, developed through focus group discussions and model analysis based on the ABCD listing methodology. The study examines the dynamics of livestreaming within retail and ecommerce, focusing on its ability to engage both external customers and internal stakeholders. The research reveals that engagement should extend beyond customers to include business partners and internal employees, demonstrating that live streaming is not only a tool for retail sales but also a platform for broader organizational engagement. The findings suggest that livestreaming is a long-term asset for the retail and e-commerce industries, even beyond the pandemic’s impact. The study acknowledges the widespread business disruptions caused by the pandemic, which led to decreased demand and hindered operations globally. The limitations also highlight the gaps in business interruption insurance policies, emphasizing the need for businesses to adapt and reconsider existing policies. The pandemic's economic damage remains largely unaddressed. This paper highlights the latest trends in live streaming, offering valuable insights into its application as an integrated marketing communication channel. It underscores the importance of adapting to new technologies and approaches for sustained customer engagement and business resilience.