California Management Review

Abstract

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.

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