Influence of Soft - Selling Practices on Consumer Trust in Youtube Live Commerce: Evidence from Chennai

Author(s)	Dr. B. Jagadeeswaran, Hemavathi. M, Jenifer. V
Country	India
Abstract	This study aims to measure the influence of Soft Selling Practices on consumer trust in YouTube live Commerce in Chennai city. The study focuses on dimensions of soft selling practices which directly leads to build trust among consumers. which is important because in this era of social media sellers and consumers need a direct contact and communication. The main objective of the study is to examine the level of subscriber’s trust towards sellers engaged in YouTube live commerce. This study adopts mixed research approach. Data were collected from 112 respondents using a both questionnaire and through interviewing directly. The study examined soft selling and consumer trust by using descriptive statistics, correlation between soft selling and trust, linear regression for data analysis. The findings indicate A Strong Positive correlation among Soft Selling and trust. The analysis further shows that Relationship & Engagement is the important Dimension leading to Trust. The study concludes that businesses can give more attention to soft-selling practices when communicating with customers. The findings provide implications for business and researchers.
Keywords	Soft Selling, YouTube Live Commerce, Consumer Trust
Published In	Volume 7, Issue 5, September-October 2026
Published On	2026-09-28

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Advanced International Journal for Research