Social media live marketing has emerged as a powerful digital marketing strategy, enabling brands to engage with consumers in real-time. This paper explores the impact of live marketing on brand awareness and sales growth by conducting a literature review of recent studies. Findings suggest that live marketing enhances consumer engagement, fosters trust, and directly influences purchase decisions. Live streaming platforms such as Facebook, Instagram, TikTok, and YouTube have enabled businesses to connect with audiences more authentically and interactively. This approach not only increases consumer involvement but also strengthens the brand-consumer relationship through personalized communication and real-time feedback. Studies indicate that live marketing can significantly improve conversion rates, customer retention, and overall business performance. However, challenges such as maintaining audience engagement and overcoming technical barriers persist. This paper highlights the strategic role of social media platforms in modern business marketing and suggests directions for future research to optimize live marketing effectiveness. learn more on SSRN