Communication Strategies of Live Streamers in the Ampera Area of Palembang to Attract Gifts from Viewers on TikTok Live

Ayu Saputri; Rahma Santhi Zinaida

doi:10.34050/8gzk1m44

Authors

Ayu Saputri Universitas Bina Darma Palembang
Rahma Santhi Zinaida Universitas Bina Darma Palembang

DOI:

https://doi.org/10.34050/8gzk1m44

Keywords:

Communication strategy, TikTok Live, virtual gifts, computer-mediated communication, Ampera Bridge

Abstract

This study explored the communication strategies employed by live streamers in the Ampera Bridge area of Palembang to build two-way interactions and attract virtual gifts on the TikTok Live platform. Using a descriptive qualitative approach within an interpretive paradigm, the study examined how streamers established a digital presence and employed persuasive tactics in public spaces. Data were collected through observation, in-depth interviews, and documentation involving three primary informants and two supporting informants. The results indicated that streamers employed a systematic communication strategy that encompassed audience recognition, personalized message design, and indirect persuasion techniques that avoided coercion and fostered social presence and parasocial relationships. Within the Computer-Mediated Communication (CMC) framework, virtual gifts were identified as transformed nonverbal cues and served as symbolic exchanges of appreciation that strengthened the bond between streamers and their audiences. The study concluded that the effectiveness of these strategies depended on the synergy between streamers’ personal characteristics, real-time engagement, and the use of TikTok’s interactive features, which transformed the popularity of physical public spaces into digital engagement and financial support.

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