Guidelines for Developing Live Streaming Skills on E-commerce Platforms for Entrepreneurs in the Digital Era

Abstract

This research aimed to: 1) study the problems of live-stream marketing communication among entrepreneurs in the digital era and 2) propose guidelines for developing live-stream skills for entrepreneurs in the digital era. The documentary study analyzed 50 documents, comprising 23 research articles, academic papers, theses, independent studies, and other publications on live-stream marketing communication, along with 27 documents outlining guidelines for developing live-streaming skills. These documents were sourced from Thai Journal Online (ThaiJO) and Google Search Engine between 2014 and 2024. The research instruments included a data screening form and an evaluation form to assess the appropriateness of guidelines for developing live-stream skills on e-commerce platforms for entrepreneurs in the digital era. Statistics used were frequency, percentage, mean, standard deviation, and content analysis.

The research findings identified 1) six major aspects and 20 minor aspects influencing live-stream marketing communication, along with four major aspects and 29 sub-guidelines for developing live-streaming skills on e-commerce platforms. 2) The overall appropriateness of the proposed guidelines was at the highest level. The highest average score was effective marketing strategies, followed by systematic and concrete evaluation of live-stream performance for improvement and development of live-stream communication skills and effective content presentation, respectively. The lowest average score was selection of appropriate platforms and timing for live-stream marketing communication. Experts recommended incorporating a learning model that emphasizes experiential learning and an effective marketing strategy focusing on forming the right partnerships to facilitate knowledge exchange in high quality live-streaming.