Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Greenation International Journal of Law and Social Sciences
Siti Retno Wulandari
Universitas Indonesia, Salemba, Indonesia.
Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Artificial Intelligence (AI)-Driven Mediated Communication Strategies: A Case Study of Sellers in Shopee's Live Streaming E-Commerce Platform Siti Retno Wulandari; Ana Noviani; Andhika Prasetyo; Irwansyah Irwansyah
Greenation International Journal of Law and Social Sciences Vol. 4 No. 2 (2026): (GIJLSS) Greenation International Journal of Law and Social Sciences (May - Jun
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijlss.v4i2.1066

Abstract

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.
Co-Authors Ana Noviani Andhika Prasetyo Irwansyah Irwansyah