2024/12/20 by Oliver Buckley, Rachel Ashman, Michael Haenlein
Social Sciences · Decision Sciences · #Digital Marketing and Social Media #Impact of Technology on Adolescents #Technology Adoption and User Behaviour
paper · doi:10.1177/00081256241300730
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.