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In the context of the internet age, online livestreaming, as a new form of media, has gradually become an important part of modern society. It has not only changed people's daily lifestyles but also presented new opportunities for brand marketing. In the information and digital age, exploring the similarities and differences between brand marketing and online livestreaming and strategically integrating them has become an inevitable trend for future development. This integration can enhance brand visibility and influence, as well as increase user engagement and trust. Leveraging the real-time and interactive features of livestreaming endows brand marketing with vivid and intuitive attributes, helping users to understand product features in real-time and interact directly with the brand, thereby deepening their understanding of the brand. Therefore, exploring the integration of brand marketing and online livestreaming is of great significance for companies to gain advantages in the fierce market competition and achieve sustainable development.
Shenghan Gao (2024) studied this question.