Live Streaming as a Strategic Tool for Enhancing Brand-Consumer Engagement
Year: 2025
Type: article
Abstract: This research explores the role of live streaming in enhancing brand-consumer relationships in the context of digital marketing. With the growing trend of live streaming on social media platforms, brands are increasingly adopting this strategy to engage with their target audiences. This paper aims to analyze the effectiveness of live streaming in creating real-time, authentic interactions between brands and consumers. Through a mixed-method approach, combining a survey of consumers and case studies of successful live streaming campaigns, the study investigates the impact of live streaming on consumer engagement, trust, and loyalty. The findings reveal that live streaming, when executed effectively, can significantly enhance consumer-brand interactions, leading to stronger emotional connections and long-term brand loyalty. However, certain factors such as content quality and presenter authenticity play a critical role in determining success.
Author: Apar Sharma
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6930779734
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