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Putranto, Teguh Dwi
Universitas Multimedia Nusantara
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Media Mahardhika

 1 
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 ,, Enjelita Adindityo Achita Putra Adrian Tawai Afirsta Marselia Purana Agung Suharyanto Agustinus Rusdianto Berto, Agustinus Rusdianto Al Briham Jarmal, Al Briham Ari Agung Prastowo, Ari Agung Arif, Lukman Arista Amelinda Ashri Esy Fatria Asmarantika, Rossalyn Ayu AWANG DHARMAWAN, AWANG Aziz, Muhammad Hilmy Bagong Suyanto Beatrice Angellie Budiman, Devani Hizkia Cendera Rizky Anugerah Bangun Charles Julian Santos Navarro Christine Angela Chandra Cindy Novita Chandra DANANG TANDYONOMANU Daniel Susilo Daniel Susilo de Guzman, Broderick M. N. Diah Sofiah, Diah Dwi Prasetyo Equeena, Karmelia Erica Monica Abao Garcia Erica Monica Abao Garcia Fifit Yeti Wulandari Firmannandya, Ade Francesca Thalia Satiadhi Garcia, Erica Monica A. Hetti Sari Ramadhani, Hetti Sari Isnaini, Santi Koeswanto, Angelica Kurniawan, Bondan Kartiko Leo Nando Sastro Lian Frisdiana Komaria Kwando Lolita, Theresia Lavietha Vivrie Maria Theresia Lestari Mola Neu Monica Novelyana Navarro, Charles Julian Santos Nevrettia Christantyawati, Nevrettia Nurwahid, Aditya Fahmi Qolbidiasih, Miftahul Nurul Sam Abede Pareno Santos, Roberto Rudolf T Santos, Roberto Rudolf T. Santos, Roberto Rudolf Torres Septi Ariadi, Septi SIFAQ, AGHUS Siti Istikhoroh Sufa, Siska Armawati Sugihartati, Rahma Sutamaji . Tangguh Okta Wibowo Tesa Marisa Tony Sukasah Tsuroyya, Tsuroyya Vallejo, Ephraim Theodore S. Wahyu, Anabel Yevina Mulyadi Widodo, Suko Windiasari, Made Dinda Wira Yudha Alam