📄 Abstract
This study explores the combined influence of influencer marketing and live streaming on consumer trust, emotional brand connection, and brand loyalty in the digital era. With the rise of social media platforms and real-time interactions, brands increasingly collaborate with influencers to reach and engage their target audience. The research focuses on how interactive live sessions by influencers affect brand transparency, authenticity, and consumer behaviour. Using a sample of 218 respondents and statistical tools such as Pearson correlation and regression analysis, the findings reveal that live streaming significantly enhances brand engagement and trust, especially when influencers are admired and offer real-time interaction. The study contributes to existing literature by highlighting the synergetic effect of influencer credibility and live streaming engagement in fostering deeper brand connections.
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📚 How to Cite:
Sarvashri Gaonkar, Prof. Anitha BM D Silva, Asst. Prof. Manjunath SK , THE ROLE OF INFLUENCER MARKETING AND LIVE STREAMING IN DRIVING ENHANCED BRAND CONNECTIONS IN THE DIGITAL ERA , Volume 12 , Issue 7, july 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) , DOI: https://doi.org/10.36713/epra23102