How Facebook Communication Strategies Facilitate Ukay-Ukay Live Selling and Buying

Caryl Anne U. Gonzales ,
Kayle Franchesca B. Belarmino ,
Michael Eduard L. Labayandoy ,
Celia A. Tibayan

Abstract

Facebook, in 2016, rolled out Facebook Live which allows live broadcast. This became a powerful platform for small online sellers to broadcast and sell their products. One of the most popular trends is the live stream selling of ukay-ukay (second hand) items. One of the Philippines’ profitable micro-businesses is the buying and selling of secondhand apparels and clothes which Filipinos enjoy due primarily to affordability. One of the aims of this study is to examine the communication strategies of ukay-ukay sellers and its effect on the consumption of buyers. This study utilized the Social Marketing Theory and is phenomenological in nature. The researchers conducted in-depth online interviews with ten participants (five sellers and five buyers). This study reveals that online selling communication strategies can take many forms—from verbal to non-verbal. Gimmicks are important to keep the audience and sellers entertained and to make them stay. It appears that securing a sale is less likely if the sellers are dull to watch. With the presence of joy miners (buyers who show interest but will not eventually buy), engaging in private chats in securing the sale and observing transparency and honesty are important as buyers and sellers communicate.

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About this article

Publication Date

06 May 2024

Article Doi

https://doi.org/10.15405/epsbs.2024.05.5

eBook ISBN

978-1-80296-132-4

Publisher

European Publisher

Volume

133

Print ISBN (optional)

-

Edition Number

1st Edition

Pages

1-1110

Subjects

Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship

Cite this article as:

Gonzales, C. A. U., Belarmino, K. F. B., Labayandoy, M. E. L., & Tibayan, C. A. (2024). How Facebook Communication Strategies Facilitate Ukay-Ukay Live Selling and Buying. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 49-60). European Publisher. https://doi.org/10.15405/epsbs.2024.05.5

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