Artificial Intelligence (AI)-Driven Mediated Communication Strategies: A Case Study of Sellers in Shopee's Live Streaming E-Commerce Platform
DOI:
https://doi.org/10.38035/gijlss.v4i2.1066Keywords:
Shopee, Live Streaming, Artificial Intelligence, Actor Network Theory, AI-Mediated CommunicationAbstract
The utilization of live-streaming features on e-commerce platforms such as Shopee creates a real-time interaction space between sellers and consumers. At the same time, artificial intelligence (AI) technologies, including chatbots and automatic recommendation systems, increasingly shape the communication patterns within this space. This study, AI-Driven Mediated Communication Strategies: A Case Study of Sellers in Shopee’s Live Streaming E-Commerce Platform, examines how AI features influence the communication strategies employed by business operators during live streaming. Using an interpretive qualitative approach, this research involved three active Shopee sellers who regularly conduct live-streaming activities. The analysis draws on Actor-Network Theory (ANT) and AI-Mediated Communication (AIMC). The findings show that AI functions as a non-human actor within the communication network between sellers and buyers. AI supports interaction by answering common questions automatically, displaying relevant products, and helping sellers adjust their communication strategies. Thus, AI is no longer merely a supporting tool, but also an active partner in shaping digital communication in e-commerce.
References
Ahmad, N., & Methe, D. T. (2013). Technological innovations and consumer needs: An analysis of mobile communications market. ASEAN Marketing Journal, 3(2). https://doi.org/10.21002/amj.v3i2.2022
Al Haqqoni, F., & Pramana, D. (2021). Dinamika transformasi digital UMKM melalui platform marketplace di Indonesia. Jurnal Transformasi Digital, 3(2), 114–125.
Alamin, Z., Missouri, F., Sutriawan, H., Fathir, M., & Khairunnas, R. (2023). Statistik penggunaan e-commerce Indonesia dan global. We Are Social Indonesia Report 2023.
Antara. (2024). Kemenkop UKM sebut 25,5 juta UMKM masuk ekosistem digital. Antaranews.com. https://www.antaranews.com
Arisman, A., & Imam, S. (2022). Does live stream selling affect customer engagement and purchase intention? The Shopee Live platform case study. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1201
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656.
Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), 544–559.
Chao, L., & Anggara, A. (2019). Sejarah awal e-commerce Indonesia dan tantangannya. Jurnal Ekonomi Digital Indonesia, 1(1), 45–55.
Chen, H., Chan-Olmsted, S., Kim, J., & Mayor Sanabria, I. (2022). Consumers’ perception on artificial intelligence applications in marketing communication. Qualitative Market Research, 25(1), 125–142. https://doi.org/10.1108/QMR-03-2021-0040
Duncan, T. (2002). IMC: Using advertising and promotion to build brands. McGraw-Hill Education.
Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on Scopus database. Heliyon, 7(12), e08603. https://doi.org/10.1016/j.heliyon.2021.e08603
Fransiska, A., & Paramita, D. A. (2020). Live shopping dalam komunikasi digital melalui media mobile. Jurnal Komunikasi Interaktif, 12(2), 88–102.
Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Theory, design, and implications. Journal of Computer-Mediated Communication, 25(1), 89–100.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
Hossain, A., & Kim, M. (2024). The power of live-streaming in consumers’ purchasing decision. SAGE Journals.
INDEF. (2024). Peran platform digital terhadap pengembangan UMKM di Indonesia.
Li, Z. (2022). Accurate digital marketing communication based on intelligent data analysis. Scientific Programming, 2022, Article 8294891. https://doi.org/10.1155/2022/8294891
Littlejohn, S. W. (2021). Theories of human communication (11th ed.). Waveland Press.
Liu, J., & Zhao, J. (2024). Nonverbal communication of dual anchors in live streaming and its effects on sales. Journal of Retailing and Consumer Services, 81, Article 103972. https://doi.org/10.1016/j.jretconser.2024.103972
Ma, X., Zou, X., & Lv, J. (2022). Why do consumers hesitate to purchase in live streaming? A perspective of interaction between participants. Electronic Commerce Research and Applications, 55, Article 101193. https://doi.org/10.1016/j.elerap.2022.101193
Madanchian, M. (2024). The role of e-commerce in the digital transformation of SMEs. International Journal of E-Business Studies, 18(2), 104–119.
Mei, L., Tang, N., Zeng, Z., & Shi, W.. (2025) . Artificial intelligence technology in live streaming e-commerce: Analysis of driving factors of consumer purchase decisions. International Journal of Computers Communications & Control , 20(1) , Article 6871 . https://doi.org/10.15837/ijccc.2025.1.6871
Meng, L., Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming e-commerce on purchase intention from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63, Article 102733. https://doi.org/10.1016/j.jretconser.2021.102733
Mieczkowski, H., & Hancock, J. T. (2023). Examining agency, expertise, and roles of AI systems in AI-mediated communication.
Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal of Marketing Communications, 15(2–3), 85–101. https://doi.org/10.1080/13527260902757506
Nadube, P. M. (2018). Understanding integrated marketing communication (IMC): Concept, definitions, and dimensions. International Journal of Innovations in Economic and Management Science, 8(2), 1–15.
Neeraj, K., & Shafighi, M. (2022). Conflict resolution in e-commerce communication. Journal of Interactive Marketing, 46(4), 301–318.
Neuman, W. L. (2014). Social research methods: Qualitative and quantitative approaches (7th ed.). Pearson Education.
Owusu-Kyei, M., Kong, Y., Akomeah, M. O., & Afriyie, S. O. (2022). Impact of digital marketing communication on organizational growth. International Journal of Academic Research in Business and Social Sciences, 12(12), 1460–1492. https://doi.org/10.6007/IJARBSS/v12-i12/15932
Panigoro, B., Harwani, M., Permana, G., Imaningsih, R., & Mahadewi, A. (2023). Strategi komunikasi digital dan niat beli konsumen dalam marketplace. Jurnal Komunikasi dan Bisnis Digital, 5(2), 55–66.
Qothrunnada, M. (2022). Dinamika kompetisi e-commerce di Indonesia. Jurnal Ekonomi dan Teknologi, 6(1), 42–58.
Schultz, D. E. (1993, January 18). Integrated marketing communications: Maybe definition is in the point of view. Marketing News.
Schultz, D. E., & Schultz, H. F. (2003). IMC: The next generation: Five steps for delivering value and measuring return using marketing communication. McGraw-Hill.
Shankar, V., & Malthouse, E. C. (2007). The growth of interactions in interactive marketing. Journal of Interactive Marketing, 21(2), 2–4.
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Srivastava, D. (2021). Artificial intelligence and the evolution of e-commerce. AI & Business Review, 3(3), 134–150.
Stake, R. E. (1995). The art of case study research. Thousand Oaks, CA: Sage Publications
Sterne, J. (2017). Artificial intelligence for marketing: Practical applications. John Wiley & Sons.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.
Yang, X., Liu, Y., Dong, J., & Li, S. (2023). Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin. Journal of Retailing and Consumer Services, 70, Article 103155. https://doi.org/10.1016/j.jretconser.2022.103155
Zein, A., & Twinomurinzi, H. (2022). Actor-network theory in digital transformation research: A systematic review. Digital Policy, Regulation and Governance, 24(2), 121–136.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Siti Retno Wulandari, Ana Noviani, Andhika Prasetyo, Irwansyah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the Greenation International Journal of Law and Social Sciences (GIJLSS) has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at GIJLSS.
