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Journal : Media Mahardhika

INTERPRETATION OF PROMOTIONAL MESSAGES IN TIKTOK LIVE STREAMING: CONSUMER RECEPTION OF GLAD2GLOW Qolbidiasih, Miftahul Nurul; Putranto, Teguh Dwi; Prasetyo, Dwi; Firmannandya, Ade
Media Mahardhika Vol. 24 No. 2 (2026): January 2026
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v24i2.1460

Abstract

The use of live streaming on TikTok as a digital media is currently one of the most in-demand communication strategies among business actors across industries, including the beauty industry. This research aims to examine how consumers interpret promotional messages in TikTok Glad2Glow live streams, drawing on Stuart Hall's concept of meaning. In addition, this research will also be examined through the Elaboration Likelihood Model (ELM) perspective. This research employs a qualitative approach with a reception analysis method, through in-depth interviews with informants aged 18-35 who have watched TikTok Glad2Glow live streaming and purchased its products. The results show that consumers have diverse reactions. Two informants are in a dominant-hegemonic position, tend to accept the message as a whole and positively, and process messages through peripheral channels. Meanwhile, three informants are in a negotiated position, which tends to follow a varied message-processing path, as they accept some messages but adjust others. No consumers were found in the oppositional position, because, in general, the messages conveyed could be accepted by consumers, even though several points were not agreed upon and could still be considered.
Co-Authors A Halim Aditya Marianti Adzilla, Wilma Nurrul Agus Arnold Nalle Agus Firmansyah Ahmad Muhtadi Akbar, Aswin Al-Fayez, Youssef Alhakim, Fakhri Taufik Ali Sungkar Amalia, Firdausha AngDjadi, Jessica Stephanie Antarest Erland Prasetyo Ari Prayitno, Ari Ariati, Nining Arif, Lukman Asep Aziz Asopari Ati Retna Sari Aulia Afniar Rahmawati AULIA, RIZKA AWANG DHARMAWAN, AWANG Aziz, Muhammad Alamsyah Aziz, Muhammad Hilmy Bambang Noegroho Bambang S Nugroho Baskoro, Lorenzo Heyting Baskoro Baswara Yua Kristama Benny Purwara Budi Setiabudiawan Cissy B. Kartasasmita DANANG TANDYONOMANU Danny Hilmanto, Danny Dany Hilmanto Deny Kurniadi Sunjaya Dewanto, Naomi E.F. Dewi Marhaeni Diah Herawati Dewi Nurlaela Sari, Dewi Nurlaela Dima, Alfred O M Dominicus Husada Dyah Rahmawanti Dzulfikar Djalil Lukmanul Hakim Eli Halimah, Eli Elly Yana, Elly Elsa Setiawati Elza Noviani Endang Mulyani Endang Sutedja Farid Husin Farid Husin Firmannandya, Ade FM Suhartati FM Suhartati Gatera, Vesara A. Gatot Irawan Sarosa, Gatot Irawan Gerritsen H. J Gusti, Putri Pinaring Habibilah, Burhanuddin Hanifah Oswari Hapsari, Alifia Priyayitha Hartono Gunardi Heni Masri Henni Djuhaeni Herri S. Sastramihardja Herry Garna Ibrahim Ibrahim Iceu Mulyati Ida Suryani Iesje Martiza Ike Dwi Wahyuni Ike MP Siregar, Ike MP Ilham Asrori Azka Imam Cahyadi, Imam Ina Rosalina Ina Rosalina Ira Furnia Ismoedijanto jannah, lailatul Jannati , Eidelweis Dewi Johanes C Mose Joice Jusmiaty Bana Jokhanan Kristiyono Kittie Uda, Saritha Krispinus Kedati Pukan Kuijper E. J Kusnandi Rusmil Kuswinarti Kuswinarti Labrune V. Laukamang, Vicky Olfianto N. Lawa, Yosep Leclipteux T Lelani Reniarti lilis Sumiati Lubis, Harmoko M. Rizkar Arev Sukarsa Maddepunggeng, Martira Maya Tejasari Mei Neni Sitaresmi Meita Dhamayanti Mertens P. Mola, Sebastianus A. S. Nahas, Agustina Ethin Nana Usnawati Nani Dharmasetiawani Nastiti Kaswandani Nelly Amalia Risan Nenotek, Petronella Syahyanti Ningrum, Mega Ratna Novda, Septa Nurfadilla, Destiani Irma Nurfauzi, Ivant Aditya Nurhalim Shahib Nurhidayat, Muhammad Zaky Nurul Husna Nurwahid, Aditya Fahmi Nurwiana, Ida PONPON IDJRADINATA Prasetyo, Antarest Erland Puspita Sari, Maria Putranto, Teguh Dwi Qolbidiasih, Miftahul Nurul Rahayu, Listyowati Puji Raihan Raihan, Raihan Ratna Herawati Refli, Refli Reza Latumahina Rhomadhani, Noviana Ardi Riri Adriana Robby Godlief Romadhon, Mohammad Syaifullah Anam Rulina Suradi, Rulina Rustamaji, R.M. Sabrina Aulia Rahmah Safitri Safitri Safitri, Unna Ria Salleh, Muhammad Amiruddin Saptawati Bardosono Saputri, Dwi Anggraeni Sasotya, R.M. Sonny Setyo Handryastuti Siahaan, Goklas Sina, Derwin R. Siti Alimah Siti Aminah Abdurachman Siti B. Kresno Soedjatmiko Soedjatmiko Sri Endah Rahayuningsih Sri Ngabekti Sri Rezeki S. Hadinegoro, Sri Rezeki S. Suarna, Nana Sudigdo Sastroasmoro Sulis Mariyanti Sulistiyasni . Sulistyani, Atikah Sunaryono Sunaryono, Sunaryono Susiarno, Hadi Sutha, Diah Wijayanti Syafa’at, Imam Tati Suprapti Tina Ramayanthi Tsuroyya, Tsuroyya Tungga Dewi, Imelda Zahra Uda, Saritha Kittie Uda, Subrata Aditama Kittie Aidon Uly J. Riwu Kaho Utari, Riyadini van Leeuwen, Thomas Vita Murniati Tarawan Vita Murniati Tarawan Vivi Bachtiar Wahyuni, Besse Wardhana Suryapratama Wijaya, Arya Tri Wijaya, Hananda Surya Yani Dewi Suryani Yati Soenarto Yoni F Syukriani Yudith Setiati Ermaya Yudith Setiati Ermaya Yudith Setiati Ermaya Yuli Priyana Yuliarman Saragih Zahrotul Afifah, Nafila Zakiudin Munasir Zulvayanti Zulvayanti