Objectives of the Study

This study will aim to achieve the following objectives:

1. To determine the Effects of Live Selling towards the Communication

Skills of Department of Business Management students

2. To determine the Positive Effects of Live Selling towards the

Communication Skills of Department of Business Management

3. To determine the Negative Effects of Live Selling towards the

Communication Skills of Department of Business Management

4. To determine if being committed to the Live Selling can bring a

Significant Difference towards the Communication Skills of Department
of Business Management
 CHAPTER I

INTRODUCTION

Background of the Study

This research study will only focus on the Effect of Live Selling towards
the Communication Skills of Department in Business Management in
Southern City Colleges Central Campus.

Live selling or also known as live shopping is a verbal communication

refers to the people or retailers who sell through the use of social media
through live streaming allowing customers to buy products in real time. It is
a practice wherein sellers show patrons or customer their products through
live streaming.

According to Donszem (2020) electronic shopping was invented by an

English inventor called Michael Aldrich. In 1979, he invented the earliest
form of e-commerce which allowed online transaction processing between
business and customers, as well as between business and business. As of
2020, it’s clear to see that the entire internet is now a virtual shopping mall.
With people choosing to carry out trades on Instagram, Whatsapp and
Facebook, it’s safe to say that we are in the online shopping era.

According to Pinaroc (2022) live selling offers sellers or retailers a way

to directly engage with many customers in real-time to show and
demonstrate products. We can think of it as a show and tell where the seller
talks about a particular item. The customers (or audience) in turn can
interact through the comment box while viewing the live selling “show.” Live
selling can give an e-commerce company a major boost when it comes to
social media. More exposure means the possibility of more sales and more
profits. There are supporting trends and industry reports showing that live
selling has become a very important tool for both large e-commerce
companies and small, individual sellers. The beauty of live selling is that
customers (in a social media Live stream), for example, can also have a
sense of “community” since they can discuss the products while the live
selling is going on. This social element does not happen very often in actual
physical stores unless you’re out shopping with friends or family. However,
live selling is not as easy as it may seem. E-commerce companies and
individual sellers need to invest time and effort to create and sustain a very
good live-selling strategy.

According to Gomes (2018) better than interacting with customers

online, is interacting with them live. The real-time interaction creates a
conversation with your customers, which is second-best to in-person
interaction, but much more scalable. The live element also pushes your
audience to engage with your content. During live videos, people want to be
a part of the conversation, and they are more likely to share it too. The main
downside of live streaming as a business is also its most significant
advantage; it’s live. There are no do-overs. Not having a second chance can
be scary for brands, because this sounds like there’s no room for mistakes.

According to Blake (2022) effective communication at every business

level is crucial to success, particularly in sales. Poor communication will turn
potential customers away from your products and services. Existing clients
and partners may lose faith in you and your business and seek services
elsewhere. The key to boosting your sales and customer base is to improve
all areas related to communication that cause sales decline.
Statements of the Problem

This study aims to determine the Effect of live selling towards the
communication skills of Department of business management in Southern
City Colleges-Central Campus.

This research also aims to provide the answers to the following

questions:

1. What are the Effects of live selling towards the Communication

Skills of Department of Business Management in Southern City
Colleges Central Campus?

2. Are there any significant differences when they are group into?

a. sex

b. age

Statements of Hypothesis

The following are the hypothesis of this study or the expected outcome
of our research study.

1.There is an effect of effects of live selling towards the

communication skills of department of business management in
southern city colleges central campus.

2. There is a significant difference on the effect of live selling towards

the communication skills of department of business management in
 southern city colleges central campus when they are group into: age
and sex.

Conceptual Framework

DEPENDENT VARIABLE INDEPENDENT

(DV) VARIABLE (IV)

EFFECTS OF LIVE
SELLING TO THE
COMMUNICATION DEPARTMENT OF
SKILLS BUSINESS
MANAGEMENT IN
SOUTHERN CITY
COLLEGES CENTRAL
CAMPUS

SEX
AGE

MODERATOR
VARIABLE

Figure 1.1 The Interrelationship of Variables.

The first figure is the Dependent variables which is the Effects of Live
Selling to the Communication Skills that will serve as the problem of this
study. On the other hand,
 The second figure is the Independent Variable which is the Department
of Business Management in Southern City Colleges Central Campus which is
the respondents of this study.

The third figure is the Moderator variable which present the age and
gender variables. On age as variable. There are differences between age on
the effect of Live Selling towards the Communication skills of Department of
Business Management in Southern City Colleges Central Campus. On sex as
variable. There is difference between the sex on the effect of Live Selling
towards the Communication skills of Department of Business Management in
Southern City Colleges Central Campus.
Theoretical Framework

Abraham Maslow’s (1943) theorized that one of the foundational

theories related to online shopping comes from psychology circles. Abraham
Maslow introduced his five levels of human needs in a 1943 paper. He
indicated that people have five basic needs, which they address in order of
priority, Physiological needs, Safety and security, Social (human) belonging,
Self-esteem and Self-actualization. Salespeople get to know prospects and
ask questions to discover their needs in a buying situation. Realizing where
people are coming from on the Maslow pyramid is a part of a seller's
emotional intelligence. For instance, car buyers may be most concerned with
basic survival or security and want an economic, dependable vehicle. Others
buy cars for social or esteem reasons. Different products demand different
needs.

Dube and Menon (2000) theorized that the live streaming features as
an external stimulus will affect the cognitive response of consumers.
Previous studies have pointed out that cognition can be divided into two
dimensions: positive cognition and negative cognition in nature.
Guo (2020) believes that when customers make purchase decisions,
they not only care about prices, but also comprehensively compare the
benefits and costs of available products. Therefore, this article will jointly
understand the impact of live streaming features on consumers’ purchase
intention from the two dimensions of consumers’ perceived value and
perceived uncertainty in cross-border live streaming e-commerce.
 According to the theory of Anjali (2019) the theories of selling implied
to the behavior of the salesperson towards the prospect or the customer,
which ensures the active sale of goods or services. The selling theories
gained significance due to the emerging role of the salesperson in marketing
since a seller act as a marketer too. Building a strong relationship with the
customers is essential for the salesperson to create the brand image since
he/she is the face of the company.

Rogers (2003) explained how innovation is communicated through

specific channels over time to members of a social system. The four
components of the diffusion of the innovation process are the social system,
innovation, communication channels, and time. Information flows through
social networks as an innovative form of communication. Once business
leaders implement an online marketing strategy, they have created a social
system, which supports continuous interaction with employees,
stakeholders, and consumers. I used the diffusion of innovation theory as
the conceptual framework in this study to understand the online marketing
strategies small retail business leaders use to increase derivative sales.

Dearing (2009) suggested the process of diffusion innovation starts

slowly and over time begins to accelerate positive communication. The use
of the diffusion of innovation theory with a multidisciplinary approach
produced a rich and diverse understanding of diffusion dynamics. The
robustness of this theory derived from the many disciplines and fields of
diffusion studies, and the nature of the theory suggests leaders determine
what innovation will be adopted.
Scope and Delimitations of the study

This study will be focused on the effect of Live Selling towards the
Communication skills of Department of Business Management in Southern
City Colleges Central Campus. The goal of this study is the determine the
effect of Live Selling towards the Communication skills of Department of
Business Management in Southern City Colleges Central Campus.

This research study will be conducted on the Central Campus of

Southern City Colleges with 322 students either male or female, Department
of Business Management only of Southern City Colleges. The participants are
only Department of Business Management. Other students which do not fall
as part of Department of Business Management in Southern City Colleges
Central Campus is not within the scope of the study. It has nominal duration
of 1-2 months. The research will be conducted using the questionnaires,
surveys, and observational methods to determine the effect of Live Selling
towards the Communication skills of Department of Business Management in
Southern City Colleges Central Campus. This study will use Descriptive
Quantitative Research as research design to determine the effects of live
selling towards the communication skills of department of business
management.
Significance of the study:

The result of the study will benefits the following:

To the Students - The results of this study will help to inform

students about the effects of live-selling on the communications skills of
Department of Business Management students at Southern City Colleges-
Central campus. They will be informed of how the live selling will affect their
communication skills and will benefit in informing and expanding student’s
knowledge about the effect of live selling on communication skills, as well as
in helping them improve their communication skills.

To the Parents - this study will not only benefit the students but also
to the parents. The parents will see what are the effects of live-selling to
their children and how does it affect their communication skills. It will also
give parents an awareness on how live selling affect their children’s
communication skills and can take action in their children’s communication
skills who take part in live selling.

To the live sellers- this study will not only benefit to the Department
of Business management students but also to the live sellers. They will also
gain information about the effects of live selling towards the communication
skills and may help them in improving their communication skills.

To the Southern City Colleges Administration – This study will

give them optimistic understanding on the effects of live selling to the
communication skills and also awareness on the diverse causes that would
affect the communication skills of students who take part in live selling. This
will help them understand the effect of live selling to the communication
skills and gives them further information what will they implement in
Southern City Colleges Central Campus on what they will do to the students
who takes parts in live selling.

To the Teachers- this study will provide facts about the level of
communication skills regarding the effect of live selling and can assist
students by providing accurate and useful information. This study will also
spread awareness on the level of communication skills in relation with the
effect of live selling, and will assist teachers in understanding the effect of
live selling to the communication skills both positive and negative.

To the Future Researchers- this study will help the future

researchers with the same nature of study. It may serve as a guide for them
to gather information and get insights on how to improve their study and will
serve as the references for their study.
Operational Definition of Terms

 Communication skills- it refers to the ability to send and receive

information and will identify the level of communication in this study.

 Department of Business management students- it refers to a

college course where the researchers will get their respondents.

 Effect – this will be the problem of the study

 Live selling- it refers to the Selling of products through live-

streaming, typically through social media sites allowing customers to
purchase products in real-time.

 Quantitative Research- It refers to the level of the communication

skills will use Quantitative approach in conducting this study.

 Respondents- It refers to the participants of the study which is the

students of Department of Business Management who will help the
researchers in reaching the results.

 Southern City Colleges Central Campus – This refers to the

location where the study will be conducted.
 CHAPTER Ⅱ

REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature

According to Li et al. (2018) that the two-way simultaneous

communication between the streamers and the viewers, and the posts of
other viewers will reduce the consumers’ uncertainty and increase their
trust. It can be seen that the consumer’s perceived risk will be reduced in
the live streaming environment compared to traditional online shopping.
However, studies on the factors that affect an individual’s risk perception in
the context of live-streaming shopping are limited, it has mainly discussed
the viewer’s motivation in watching live-streaming shopping and has
investigated the influence of certain real-time streaming attributes on
viewers’ behaviors.

According to Magisan (2020) the Philippines has a consumer-driven

economy where 72% of economic output is attributed to private
consumption. For decades, Filipino entrepreneurs have benefitted from brick
and mortar stores. But all that changed when the Wuhan virus struck.
Overnight, bustling restaurants, crowded malls and busy stores were empty.
Retailers today only realize 15% of their pre-COVID sales, on average. For
local businesses, the obvious strategy for survival is to pivot to e-commerce.
That’s where all the action seems to be. But before plunging into the online
sphere, it is important to understand the state of the industry and the
dynamics at play. This is what this piece hopes to provide.
 According to Chen and Liu (2017) to realize and understand the
potential benefits of online marketing, small retail business leaders need to
ensure their processes align with technological advancements. Failing to
recognize potential benefits of online marketing might cause loss of
productivity, revenue, and communication. To sustain a competitive
advantage and increase revenue and communication, small retail business
leaders must plan to satisfy customer requirements and ensure innovative
technological strategies are implemented.

According to Renz (2018) projected that web base entrepreneurs will

benefit mostly when Facebook live was launched, live selling on Facebook is
a huge success because of its credibility, ownership, and tangibility. Buyers
in Facebook live selling have hundreds of witnesses backing them up that
they have bought an item. Sellers or retailers can easily sell a product
because they can demonstrate, showcase it, and explain its uses and answer
questions. Then, there’s also scarcity for the consumers according to her.
The sellers giving their buyers the urgency to buy their product because of
the live competitors they have. It gives the buyers a feeling that they must
buy it or else someone’s going to get it first.

According to Scott Lunn (2020) live selling generated $60 billion in

global sales in 2019, and should almost double this year. In the first half of
2020, more than 10 million live selling broadcasts were hosted in China
according to the government. As of March 2020, there were 560 million
people watching shopping live streams in China, an increase of 126 million
compared to June 2019. Chinese platforms such as Taobao and Tmall have
become hugely popular for live shopping. So much so, global brands are
starting to take notice. We are now seeing this trend begin to travel west.
While live selling is still developing in western markets, the infrastructure is
in place for it to grow exponentially. Facebook and Instagram rolled out live
selling support in May 2020, while YouTube plans to roll out similar features.
One thing is clear, many companies are gearing up for the growth of live
selling. Jostling to be the go-to platform for when it hits the global
mainstream.

According to Phong (2020) people are most likely to buy a product

when they watch its video first. According to social media Today, 90% of
buyers say that a video helps them with their buying decision and 54% say
that they prefer video content over the other. People prefer to see actual
products than just seeing pictures alone. A video post is the most engaging
content that is more likely to be consumed by its audience. This is because
consumers can see the actual product with an actual seller that explains the
product. It also builds brand trust.

According to Royo (2019) covid-19 has disrupted and changed the

business landscape as managers have been thrust into the position of
operating online supplies due to the reduction of in-person contact.
However, the literature address how e-commerce platforms can benefit both
firms and consumers during the pandemic. As a result, managers who seek
to implement online selling currently have no specific guidance to improve
consumer intention for sustainable consumption over time and circumstance.

LOCAL

According to Arora (2022) facebook live is the new game-changer in

ecommerce today as it brings back the distracted customer's attention
through live video marketing. This practice has already made headway in the
Asian markets, with China doing business worth USD 150 billion in sales
alone. The popularity of live marketing events hosted on Facebook Live is
now catching up in the US markets, especially in the post-Covid world, as
customers missed the experience of a physical store and engaging directly
with sellers and their products. Facebook Live brings that experience to the
online world and makes it uniquely worthwhile for both the customer and the
seller.

According tol Baike (Baike 2019) the social nature of live-streaming E-

Commerce is also one of the important reasons for its popularity. Social E-
Commerce is a new derivative mode of E-Commerce it assists
communication through social interaction, user-generated content and other
means by social media and network

According to Cai et al. (2018) consumer’s perceived risk will be

reduced in the live streaming environment compared to traditional online
shopping. However, studies on the factors that affect an individual’s risk
perception in the context of live-streaming shopping are limited, it mainly
discussed the viewer’s motivation in watching live-streaming shopping and
has investigated the influence of certain real-time streaming attributes on
viewers’ behaviors.
Related Studies

According to the study of Xiaojun Yu (2020) customers shopping

preferences for live streaming E-Commerce were deeply influenced by social
media, and most of them were motivated by conformity to stimulate their
interest, thus generating their shopping behavior. In addition, the emerging
intuitive and interactive shopping mode of live streaming E-Commerce was
also one of the important factors to catch the audience. The emotional
attachment and trust of fans to streamers deepened the guidance of
shopping preferences. Secondly, respondents had self-perception of their
own behavior changes. They unconsciously changed their behaviors while
seeking social identit.

According to Wongkitrungrueng and Assarut (2020) the role of live

streaming, which is the latest selling tool for s-commerce sellers is its real-
time nature provides customers with useful, playful, and meaningful
shopping experiences that overcome the drawbacks of conventional online
shopping.

According to Shengyu Gu, Beata Ślusarczyk, Sevda Hajizada, Irina

Kovolyova, Amina Sakhvieba (2021) the analysis of web traffic amid the
coronavirus pandemic showed a jump in visits to online supermarkets. Their
findings indicated the commitment of online shoppers to daily shopping. The
pandemic thus stimulated online shoppers to show a constancy of buying
behavior. The correlation analysis revealed an increasingly strong
association between online shopping activity and factors of a reflexive
consumer. The relationship between the investigated factors also showed a
tendency to grow stronger. Consumer Awareness and Experience increased
its influence, as did the Promptness in Decision Making. Introversion, on the
other hand, lost its impact.

According to Bindia Daroch, Gitika Nagrath, Ashutosh Gupta (2021),

there were many problems or issues that consumer’s face while using e-
commerce platform. Total six factors came out from the study that limits
consumers to buy from online sites like fear of bank transaction and no faith,
traditional shopping more convenient than online shopping, reputation and
services provided, experience, insecurity and insufficient product information
and lack of trust.

According to Tallinn (2018) live streaming is still a new way for

organizations to do marketing and there are still many usages purposes
which companies are not utilizing. However, there are clear signs that live
streaming is gaining more ground in organizations’ marketing activities. The
results point out that, live streaming is part of organizations digital
marketing processes and it helps organization to reach both new and
existing customers. Companies utilize live streaming for branding purposes
as well. The results indicate that organizations are using live streaming both
externally and internally to communicate with their employees and
customers. This is based on the fact that organization are in a need of new
and unique tools for communication. Especially younger generations are
using one or more online communication systems and thus, organizations
should try and keep up with the changes to stay ahead from other
competitors on the industry.

Local

According to Magisan (2020) Filipino entrepreneurs were quick to pick

up. Big businesses have doubled-down on their e-commerce efforts too. The
likes of SM, Rustan’s, and Store Specialists have upgraded their systems to
better serve the online community. Confidence on the safety and reliability
of e-commerce has been growing steadily since the quarantine began. The
lower the mobility, the higher online transactions become. Last April,
mobility was down by 90% and this resulted in a sharp spike in online
transactions. As of July 5, mobility was still down by 57% compared to pre-
COVID levels. Thus, for as long as the quarantine persists, e-commerce will
grow by leaps and bounds.

According to Fandialan, Milan, and Alusen (2019) online selling is a

trend in this generation with the rise of e-commerce. It has been found out
that the gap between the customer expectations and perceptions when it
comes to online selling is tangibility which means that there are some
products that customers expected to have better quality while they receive a
product that is not beyond their expectation and they feel somehow
dissatisfied. Tangibility, specifically the product quality and size, is what the
customers look forward to when they are purchasing an item online so it is
most normally for them to expect more when it comes to tangibility. The
more they expect, the higher the chance that they would get dissatisfied or
satisfied. Based on the results, most of the respondents were satisfied on
the service provided by online selling. On contrary, still some respondents
found a gap in some of the services given by their preferred online store
because it didn’t meet their expectations.
 According to Flores and Tucay (2021) effects of Covid-19 in Makati
City e-commerce businesses are extreme. First, the growth of innovative
opportunities since the beginning of lockdown brought exciting chances for
old and new aspiring dreamers to turn their visions into a phenomenon.
Second, the troubles of e-commerce businesses such as the increase of
value chains costs were a big threat to both customer’s purchasing behavior
and business’ sales. And third, delays in the making and transporting
products were also present as this contributes to a poor satisfaction of
customers to the whole business. These epidemic dilemmas caused the
whole e-commerce industry destructively as the limited actions implemented
were steady and the hindrances continue to arise. Above all else, business
owners must embody a few different qualities. They must remain ethical, so
they stay on the right side of the law, public opinion, and history. They must
remain adaptable, so the business can stay strong in any situation. They
must be grounded enough to know the reality of their situation, yet
ambitious enough to aim for lofty goals.

According Ledesma (2020) the e-commerce monitor said that among

the SEA countries, the Philippines experienced the highest increase in the
terms of shopping app utilization (53 percent), as well as online spending
(57 percent). Accordingly, the total number of visits to shopping applications
in the Philippines climbed to approximately 4.9 billion during the lockdown
period. These visits translate to actual online spending that puts money in
the pockets of our online sellers. As more shoppers go online, more
retailers/sellers have also brought their products to and strengthened their
online presence. But with this growth comes responsible internet
advertisement and selling. Online sellers should be mindful that they have
the obligation to deliver their products and services as promoted and
advertised. That their number one objective remains to be client satisfaction.
 CHAPTER Ⅲ

RESEARCH METHODOLOGY

This chapter will focus on the process of making the study, the
structure on how to determine the Effects of Live Selling to the
Communication Skills of Department of Business Management in Southern
City Colleges Central Campus.

Research Design

The researchers will use Descriptive Quantitative Research as research

design to identify the and will employ quantitative approach to determine
the Effects of Live Selling to the Communication Skills of Department of
Business Management in Southern City Colleges Central Campus. It is
purposely to determine the Effects of Live Selling to the Level
Communication Skills and will vary the variables such as sex, gender, and its
effects to the level of communication skills. kwdbhvilBLv

Research Locale
 This study will be conducted in Southern City Colleges Central Campus
in Senior High School Department. That is located at Pilar street Zamboanga
City, Philippines Academic year of 2021-2022.

Southern City Colleges was established on December 8, 1946, by

accountant Francisco M. Caliolio, Sr. and his wife Arcelie F. Caliolio.
Currently, SCC has three campuses in the city: the Central Campus on Pillar
Street, the West Campus on San Jose, Gusu, and the East Campus on
Divisoria. Dr. Edwin M. Caliolio, the School President and grandson of the
late Francisco M. Caliolio, now oversees the institution. This school was
chosen to investigate the effects of Live Selling to the Communication skills
of Department of Business Management in Students of Southern City
Colleges Central Campus.

Research Respondents

The respondents of this study will be the students of Business

Management in Southern City Colleges Central Campus s.y 2022-2023 and
will identified the Effect if Live Selling to their level of Communication Skills.

Sampling Technique

The researchers will use the random sampling technique because

researchers will only choose students who takes part in live selling in
Department of Business Management because that is the main focus of the
study.

Sampling size
 The sampling size of this study will be the 178 students of Department
of Business Management in Southern City Colleges Central Campus. The size
of this study was solve using this formula:

n= N/1 + N e2

n= Sample size

n= Margin of error (0.05)

n=population size

Solution:

322
n=
1+ 322(0.05)

322
n=
1+ 322(0.0025)

322
n=
1+ 8.05

322
n=
9.05

= 178.36 or 178

Research Instrument

The study will utilize a survey on the form of checklist questionnaire

and will use Likert scale in order to statistically understand the interpretation
of gathered data to easily identify the effect of live selling to the
communication skills of Department of Business Management and the
questionnaire will have three parts. The first part is the demographic profile
of the respondents. The second part are in a form of statement checklist
questionnaire which will only focus on the effect of live selling towards their
communication skills. The third and last part is in a form of easy essay that
also focus on the effect of live selling towards their communication skills.

The questions are answerable in a guided response and the questions

are in relation to the effect of Live Selling to the Level of Communication
Skills of the respondents. The answers gain from the questionnaire will serve
as database of the possible result of the study.

Validity and Reliability

The researcher will consult the instrument related to the test. The test
in this research will fulfilled the content validity because the material of this
test will be check by Mr. Hamilton V. Ballao and Ms. Marites B. Cabusog.
They will check the test question and asked them to give correction about
this test, such as style, lay out of the test, grammar, vocabulary, and
content.
Data Collection Procedure

Inquiring Research Topic to Formulate Title

Defining the Research Problem/Issue

Formulating Objective of the Study and Making of

the Introduction

Review of Related Literature and Studies and

Defining Research Methodology
 Formulating Research Question and Validating
Research Instrument

Preparation of Research Data Reports to the Panel

Data Analysis and Result

Figure 1.2 Work flow chart for the study

Statistical Treatment

In order to analyze and evaluate the data gathered. The

researcher will use simple percentage and frequency. A frequency and
percentage distribution are a display of data that specifies the percentage of
survey questionnaire that exist for each data point out or grouping of data
points

The process of creating frequency and percentage distribution involves

identifying the total number of observations to be prepared and counting the
total number of answers in survey questionnaire within each data point or
grouping of data. The data taken from the questionnaire will be analyzed
using simple percentage. Using this formula below:

Formula:

P=n x 100
Where:

P=percentage

F=frequency

N=total number of respondents

100=constant multiplier

Data Analysis Procedure

The researchers will organize and arrange before validating the data
gathered through use of survey questionnaires. For this study, the
researcher will use the Checklist scale in order to statistically understand the
interpretation of gathered data. In order to analyze and evaluate the data
gathered. The researcher will use simple percentage and frequency.