2024/12/20 by Oliver Buckley, Rachel Ashman, Michael Haenlein · 18 citations
Decision Sciences · Social Sciences · #Advertising #Business #Conceptual framework #Credibility #Digital Marketing and Social Media #Digital marketing #Impact of Technology on Adolescents #Influencer marketing #Marketing #Marketing management #Political science #Promotion (chess) #Relationship marketing #Sociology #Technology Adoption and User Behaviour
paper · doi:10.1177/00081256241300730
published in California Management Review 67(2), 111-140 (SAGE Publishing)
openalex publication_date 2024/12/20 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01
This article investigates how livestreaming content can be integrated into influencer marketing to effectively engage Generation Z—a demographic increasingly wary of traditional marketing techniques. Livestreaming is an interactive marketing channel that enhances influencer credibility, audience engagement, and brand authenticity. Through a conceptual model, this article explores the core dynamics of livestream influencer marketing and introduces a framework to provide actionable managerial insights. The analysis highlights how livestreaming can revitalize the influencer marketing landscape by offering a more authentic and interactive avenue for brand promotion.