Abstract
This dissertation explores the evolving roles and practices of social media influencers and livestream shopping, reshaping how consumers engage with products and brands in today’s digital landscape. Over the past two decades, influencers have become key players in shaping consumer behavior—impacting everything from how people shop and communicate to how they perceive brands. Simultaneously, livestream shopping has emerged as an interactive, real-time platform that redefines the traditional shopping experience.
By examining these dynamic phenomena, the research highlights four critical areas: the evolving roles of influencers, the reasons behind unfollowing of social media influencers, the communication strategies within livestream shopping as a mediated experience, and the motivations driving non-users to engage in livestream-shopping events. This work offers insights into how influencers and livestream shopping extend beyond their revenue-generating roles, instead becoming essential drivers of relationship-building and interactive marketing communication.
Through a multi-dimensional exploration of these interconnected trends, this dissertation provides a deeper understanding of the shifting roles of influencers and livestream shopping. It offers isightful perspectives on how these phenomena create value for consumers and brands, shaping the future of digital marketing communication.