Both yes and no. In both online and live, you´re trying to find good spots (spots where you know you are in front, or spots that you smell weakness in the other players, so that you can take advantage of that with a bluff)
When playing Live, you can look at players, get physical tells
(I am not going to tell you what to look for. There are lots of YouTube videos for live tells). When playing online, you´ll have to look at their betting pattern, and also put your opponents on ranges. On post flop, you try to "elimate" some of their hands which were in their ranges. Try to think what hands he would check, and what hands he would bet, and fold etc.. If he suddenly does something that doesn't make sense. That could be a tell. (This is the same for live of course)
Some online players tend to bet hard with a good hand (2/3 pot or pot), and less with a bluffing hand (1/3 pot of little under half pot). It can often be useful to float the flop, because many players only
bluff flop, and when you call the flop, many players will just check-fold the turn and give up. But of course, it vary a lot, so you have to study the players.
But overall it´s easier to bluff online, because no one can see you. So it might be little bit more "psychological" on live games.