Determining the Skills Necessary for Online Seller–Buyer Communication to Avoid Frictional Unemployment Due to Skill Gaps

Abstract

Purpose: This study aims to identify communication speech acts and transaction terms in online stores (Olshop) during live streaming on Facebook amid the COVID-19 pandemic and to understand communication patterns between sellers and buyers when shopping on Facebook live streaming in Indonesia.

The Need for Research: This research is motivated by the skill gap arising from increasing buying and selling transactions through live streaming on Facebook. Cultural and demographic shifts, along with the widespread availability of modern technologies and marketing 2.0 have resulted in the global population adopting social media at rates far beyond our use of the Internet, making a compelling case by example and analogy that social media has the potential to level the playing field and is effective in reaching their target market.

Methodology: The type of research is descriptive-qualitative using corpus data instruments. The data collection technique in this study was carried out by reading and observing the data and listening to speeches about buying and selling women’s equipment from various online stores on Facebook. Then select and sort the data designated as forms, strategies, and functions of speech acts in buying and selling transactions during live streaming on Facebook. The data analysis technique has three steps: (1) reducing the amount of data; (2) presenting the data; and (3) concluding.

Findings: The results show that there are four types of speech acts between sellers and buyers in the live-streaming online shop on Facebook, namely, assertive, directive, expressive, and commissive speech acts.

Citation

Muthmainnah, , Al Yakin, A., Massyat, M., Cardoso, L. and Asrifan, A. (2024), "Determining the Skills Necessary for Online Seller–Buyer Communication to Avoid Frictional Unemployment Due to Skill Gaps", Thake, A.M., Sood, K., Özen, E. and Grima, S. (Ed.) Contemporary Challenges in Social Science Management: Skills Gaps and Shortages in the Labour Market (Contemporary Studies in Economic and Financial Analysis, Vol. 112A), Emerald Publishing Limited, Leeds, pp. 113-135. https://doi.org/10.1108/S1569-37592024000112A020