This paper explores the effectiveness of influencer endorsements in online live streaming marketing, focusing on consumer trust and brand perception. With the rise of social media platforms and live streaming technologies, influencers have become a pivotal tool in shaping consumer behavior and driving sales. This research investigates how different types of influencers—such as micro, macro, and celebrity influencers—affect viewers' trust in the brand and their subsequent perceptions of the brand's image. By analyzing various case studies, consumer surveys, and live streaming performance data, this paper examines the relationship between influencer credibility, viewer engagement, and brand loyalty. The findings suggest that influencer authenticity, alignment with brand values, and real-time interaction during live streaming sessions are key factors influencing consumer trust and brand perception. The paper concludes with strategic recommendations for brands to optimize their influencer marketing efforts in live streaming environments, ensuring long-term consumer loyalty and improved sales outcomes.