Role of live video marketing in influencing consumer decisions

Abstract

The world is fast evolving and becoming a global village. Globalisation has made interactions among people from different parts of the world easier by allowing easy movement from one corner of the world to another. People traverse the globe for various reasons: business, love, adventure, work and many more. Regardless of why people visit a new place, however, they look for the best places to spend their nights and the best sites for adventures during their free time. The ease of movement between countries increases the potential of the tourism sector to grow over time. One of the factors that has enabled global interaction is technology, which makes communication between people in distant regions possible. Technology introduced social media, making communication less difficult and more instant. Social media has changed marketing for businesses in today’s world. Companies are moving from traditional methods of operation to digital methods as they provide a plethora of advantages to both customers and businesses. Tiago and Veríssimo (2014) highlight that social media and digital marketing have created a marketing wave that businesses cannot ignore in case they miss the advantages of digital marketing. Even though people still use traditional marketing for purposes of authenticity, those involved in digital marketing have worked hard to minimise online fraud, which for a long time has been a threat to online marketing. Live videos are a component of digital marketing that most organisations have embraced to attract potential clients and to enhance trust between consumers and businesses (Kingsnorth, 2019). One of the many advantages of live video marketing is authenticity, a quality of traditional marketing which gave it the edge over digital marketing. Live marketing videos have now claimed that authenticity for digital marketing, and current customers enjoy trustworthy videos and images from primary distributors of content.