Week 2 Case Study 1: Livestream Marketing Online consumption channels expand in all possible product categories as consumers continuously rely on digital media to purchase anything from groceries to luxury goods. In recent years, Livestream sales and marketing grew in popularity thanks to the social experience it provides, allowing individuals to connect with celebrities and loved influencers through an intimate setting without the need for face-to- face interaction even leave the comfort of their own homes. Live selling or streaming eCommerce has proved as a way for almost anyone to fabricate their shopping television channel combining the reachability of a social network with the breadth of an online commerce platform. This new selling and purchasing format has proved to be a rather lucrative opportunity, generating over $60 billion in global sales in 2019. It is expected to almost double by the end of 2020 as the world continues to battle with the ravaging global pandemic. Learning Objectives As a consequence of the pandemic and increasing sophistication of online purchasing platforms, how can brick and mortar stores continue to compete to stay afloat? Find an example of a brand that has effectively utilized influencer Livestream marketing. Why has it been a success, and which other brands could benefit from following suit? Finally, which industry might find the most success engaging in this form of advertising? In Livestream marketing events, viewers can actively see how many products are being purchased in real-time. How do you believe that impacts buying motivation? How does it motivate interactive behavior