Live marketing is a new way of selling products online using live streaming platforms like Tiktok and Amazon. The study looked at how this type of marketing works and found that it creates new values and features. They also discovered different types of sellers based on their popularity. The key to success in live marketing is creating value for customers. By understanding this, marketers can improve their sales techniques. The study shows that live marketing is all about building relationships and creating value for both sellers and customers.