Livestreaming and Influencer Marketing

Topic Information

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

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Businesses businesses	-	-	2021	24.7 Days	CHF 1000	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	5.1	9.5	2006	34 Days	CHF 1000	Submit
Societies societies	1.7	3.1	2011	32.1 Days	CHF 1400	Submit
Administrative Sciences admsci	3.0	4.8	2011	29.1 Days	CHF 1400	Submit

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Published Papers (1 paper)

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22 pages, 852 KiB  

Open AccessArticle

Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale

by Yoon Y. Cho

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 90; https://doi.org/10.3390/jtaer20020090 (registering DOI) - 1 May 2025

Viewed by 195

Abstract

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic [...] Read more.

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic scale-development process. First, an integrated literature review was conducted to establish a conceptual model for evaluating virtual influencers. Second, an initial pool of evaluation items was developed and validated by experts. Third, an exploratory factor analysis (EFA) with 208 participants was conducted to assess the reliability and validity of the preliminary items. Finally, a confirmatory factor analysis (CFA) with 209 participants was performed to finalize the scale. The resulting measurement scale comprises four key dimensions: communication skills, narrative strategies, visual appearance, and human-like movement. By introducing a structured scale-development method grounded in anthropomorphism, this study enhances the assessment of virtual influencers’ effectiveness in digital marketing campaigns. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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