LIVESTREAM COMMERCE ON FACEBOOK SOCIAL MEDIA PLATFORM - SAMSUNG MODEL-

Abstract

The global market situation and market outlook have completely changed with the appearance of the Corona virus and the declaration of the pandemic, which has resulted in general lockdown and inability of consumers to buy products and services. The pandemic also made it difficult for companies to do business world­wide, as well as expand their brand on the market, selling products and services. As a consequence of all that, there has been an expansion of digitalization and the transition to the Internet. Companies, large and small businesses faced the problem of survival in the new situation, and had to adjust their way of doing business by accepting rapid digitalization. This paper presents how Samsung has adapted to changes in the market due to the pandemic by successfully implementing the livestream commerce model. The theoretical part of the paper includes terms and ideas that are necessary to explain the concepts of e-commerce, social commerce and livestream commerce, and how there came to be an expansion of these models of trade and market transformation. The research part of the paper includes the analysis of adaptation to the new trend of buying and implementation of livestream commerce on our market by Samsung. The analysis includes a presen­tation of a successfully completed livestream commerce on Facebook platform, as well as the steps for its imple­men­tation.