Live Streaming as a Strategic Tool for Enhancing Brand-Consumer Engagement

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.