From Followers to Performers: A Content-Based Typology of Livestreaming Influencers in Digital Commerce

The rapid growth of social media and livestreaming platforms has transformed influencer marketing, especially with the rise of livestream shopping. While previous research classified influencers by follower count or platform characteristics, there was little focus on the content types of livestreaming influencers. This study proposes a new typology of livestreaming influencers based on content focus: entertainment-focused, information-focused, and social/community-focused. Through content analysis of leading live streamers, this study confirms the distinctiveness of these three types, highlighting how each is influenced by channel, platform, performance style, and product categories. This content-based classification offers a more meaningful way to understand influencer impact, as it closely aligns with user motivations like hedonic, utilitarian, and social connection. The study lays the groundwork for future empirical research on how different influencers affect consumer purchasing behavior during livestream events, contributing to the evolving literature on social live commerce and digital marketing.