Livestreaming and Influencer Marketing

Dear Colleagues,

The rise of digital platforms has transformed marketing landscapes, with livestreaming and influencer marketing emerging as powerful tools for engaging audiences and driving consumer behavior. This topic aims to explore new insights, theories, and practices related to livestreaming and influencer marketing across various contexts, channels, and cultures. We invite scholars to submit high-quality research papers that examine the complex dynamics between livestreaming content, influencer personalities, audience engagement, and marketing outcomes. Submissions are encouraged from diverse methodological approaches, including quantitative, qualitative, experimental, and theoretical research. Potential topics include, but are not limited to the following:

• Emotional Dynamics in Livestreaming;
• Interactive Marketing Tactics;
• Cross-Platform Influencer Strategies;
• Impact of Influencer–Product Match on Effectiveness;
• Role of Livestreaming in Building Brand Loyalty;
• Cross-Cultural Influences on Livestreaming Content and Reception;
• Platform-Specific Features and Their Influence on Livestreaming Success;
• Influencer Transparency and Disclosure of Sponsorships;
• Data Privacy and Trust in Livestreaming Marketing;
• Influencer Burnout and Mental Health.

Dr. Xianghui (Richard) Peng
Dr. Chao Wen
Prof. Dr. Jiaming Fang
Topic Editors