Leveraging Livestreaming to Enrich Influencer Marketing
研究如何将直播内容融入网红营销，以有效吸引对传统营销日益警惕的Z世代，通过概念模型揭示直播增强网红可信度、受众参与和品牌真实性的核心机制，为管理者提供实用框架。
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.