HUMAN-ORIENTED DIGITAL COMMUNICATION PSYCHOLOGY IN DRIVING SUSTAINABLE GLOBAL ECONOMIC RECOVERY
DOI:
https://doi.org/10.35631/IJLGC.1143034Keywords:
Digital Communication Psychology, TikTok, Micro and Small Enterprises, Human Oriented communication, Sustainable Economic RecoveryAbstract
The acceleration of digital transformation has fundamentally changed entrepreneurial communication practices, especially in micro and small enterprises (MSMEs) that increasingly rely on social media-based interactions to maintain business sustainability. One of the platforms that has experienced significant growth in the context of digital entrepreneurship is TikTok, which allows (MSMEs) to build audiovisual interactions that are fast, personal, and viral. However, the economic recovery discourse still tends to focus on technology and platform aspects, while the psychological dimension in human-oriented digital communication has not been comprehensively studied. This study aims to analyze the role of the psychological elements of digital communication which include trust, empathy, message clarity, and digital interpersonal relationships in strengthening the resilience of (MSMEs) businesses and supporting sustainable economic recovery through the use of TikTok. This research uses a qualitative approach with an exploratory design. Data was collected through semi-structured interviews conducted online with eight (MSMEs) actors in the food and beverage sector in Kelantan, Malaysia, who actively use TikTok as a medium of business communication. The use of online interviews was chosen because it is in line with the characteristics of the phenomenon being studied, namely digital communication that is not bound by geographical limitations. The data was analyzed using thematic analysis techniques to identify patterns of shared experiences, perceptions, and meanings in informants' digital communication practices.
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