Exploring Brand Attachment Dynamics in Live Streaming Platforms: a TikTok Perspective in the Digital Knowledge Economy

Hongxia Wang ()
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Hongxia Wang: Zhoukou Normal University

Journal of the Knowledge Economy, 2025, vol. 16, issue 2, No 7, 5967-5998

Abstract: Abstract In the rapidly evolving digital age, characterized by the convergence of internet technologies and digital interactive media, live-streaming platforms have emerged as dynamic spaces for real-time user engagement and authenticity. This paper delves into brand attachment and loyalty within live streaming, focusing on the immensely popular TikTok platform. Amid the “Internet + ” era and digital marketing landscape, understanding the factors influencing users’ emotional connections to brands on TikTok is paramount. Utilizing a quantitative approach and structural equation modeling, this research investigates the multifaceted dynamics of brand attachment, examining the impact of brand experience, perceived value, perceived risk, self-expression, and self-congruity on users’ emotional bonds with brands on TikTok. Surprisingly, self-expression emerges as the most influential factor, followed closely by perceived value, while brand experience exhibits the smallest effect on brand attachment. The findings shed light on the pivotal role of self-expression in fostering brand attachment and ultimately driving user brand loyalty. Moreover, brand attachment acts as a crucial mediator, linking brand experience, perceived value, perceived risk, self-congruity, self-expression, and brand loyalty. Theoretical implications challenge conventional notions of emotional attachment research, emphasizing the significance of user-defined self-expression in the digital knowledge economy. Managerial implications highlight the need for personalized marketing strategies that align with individual user uniqueness and the development of emotionally resonant content to enhance user experiences. This study contributes to a deeper understanding of the intricate relationship between users and brands in the dynamic environment of live-streaming platforms, offering valuable insights for businesses navigating the ever-changing digital landscape.

Keywords: Brand attachment; Live streaming platforms; TikTok; User loyalty; Digital marketing; Structural equation modeling (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13132-024-01786-3

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