IDEAS home Printed from https://ideas.repec.org/a/spr/jknowl/v16y2025i2d10.1007_s13132-024-01786-3.html
   My bibliography  Save this article

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

Author

Listed:
  • Hongxia Wang

    (Zhoukou Normal University)

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.

Suggested Citation

  • Hongxia Wang, 2025. "Exploring Brand Attachment Dynamics in Live Streaming Platforms: a TikTok Perspective in the Digital Knowledge Economy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(2), pages 5967-5998, June.
    • Handle: RePEc:spr:jknowl:v:16:y:2025:i:2:d:10.1007_s13132-024-01786-3
    DOI: 10.1007/s13132-024-01786-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13132-024-01786-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13132-024-01786-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:jknowl:v:16:y:2025:i:2:d:10.1007_s13132-024-01786-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.