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

    for a different version of it.

    References listed on IDEAS

    as
    1. Meng, Lu (Monroe) & Duan, Shen & Zhao, Yijun & Lü, Kevin & Chen, Siyun, 2021. "The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: The role of brand trust, age, and income," Post-Print hal-02118504, HAL.
    3. Athapol Ruangkanjanases & Shu-Ling Hsu & Yenchun Jim Wu & Shih-Chih Chen & Jo-Yu Chang, 2020. "What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives," Sustainability, MDPI, vol. 12(17), pages 1-15, August.
    4. Tien Wang & Ralph Keng-Jung Yeh & David C. Yen & Mirhanna Gabrielle Sandoya, 2016. "Antecedents of emotional attachment of social media users," The Service Industries Journal, Taylor & Francis Journals, vol. 36(9-10), pages 438-451, July.
    5. Kaushik Mukerjee, 2018. "The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: investigating the mediating effect of loyalty," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(1), pages 12-24, March.
    6. António C. Moreira & Nuno Fortes & Ramiro Santiago, 2017. "Influence of sensory stimuli on brand experience, brand equity and purchase intention," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
    7. Wei Gao & Yamei Liu & Zhaopeng Liu & Jingyuan Li, 2018. "How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory," Behaviour and Information Technology, Taylor & Francis Journals, vol. 37(8), pages 786-799, August.
    8. Juha Munnukka & Outi Uusitalo & Veera-Juulia Koivisto, 2017. "The consequences of perceived risk and objective knowledge for consumers’ investment behavior," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(4), pages 150-160, December.
    9. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: the role of brand trust, age, and income," Post-Print hal-02492731, HAL.
    10. Rui Chen & Haolan Yan, 2023. "Effects of Knowledge Anxiety and Cognitive Processing Bias on Brand Avoidance during COVID-19: The Mediating Role of Attachment Anxiety and Herd Mentality," Sustainability, MDPI, vol. 15(8), pages 1-20, April.
    11. Ming-Yan Wang & Peng-Zhu Zhang & Cheng-Yang Zhou & Neng-Ye Lai, 2019. "Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust," IJERPH, MDPI, vol. 16(20), pages 1-19, October.
    12. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Understanding influencer marketing: The role of congruence between influencers, products and consumers," Journal of Business Research, Elsevier, vol. 132(C), pages 186-195.
    13. de Kerviler, Gwarlann & Demoulin, Nathalie T.M. & Zidda, Pietro, 2016. "Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 334-344.
    14. Hong, Ilyoo B., 2015. "Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation," International Journal of Information Management, Elsevier, vol. 35(3), pages 322-336.
    15. Elvira Tabaku & Mirela Zerellari (Mersini), 2015. "Brand Loyalty And Loyalty Programs; A Literature Review," Romanian Economic Business Review, Romanian-American University, vol. 10(2), pages 71-86, June.
    16. Byun, Kyung-Ah (Kay) & Jones, Robert Paul & Wooldridge, Barbara Ross, 2018. "It is not always about brand: Design-driven consumers and their self-expression," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 296-303.
    17. Javier Portillo & Urtza Garay & Eneko Tejada & Naiara Bilbao, 2020. "Self-Perception of the Digital Competence of Educators during the COVID-19 Pandemic: A Cross-Analysis of Different Educational Stages," Sustainability, MDPI, vol. 12(23), pages 1-13, December.
    18. Wu, Lei-Yu & Chen, Kuan-Yang & Chen, Po-Yuan & Cheng, Shu-Ling, 2014. "Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2768-2776.
    19. de Villiers, Rouxelle, 2015. "Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments," Journal of Business Research, Elsevier, vol. 68(9), pages 1953-1963.
    20. Xin Du & Toni Liechty & Carla A. Santos & Jeongeun Park, 2022. "‘I want to record and share my wonderful journey’: Chinese Millennials’ production and sharing of short-form travel videos on TikTok or Douyin," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(21), pages 3412-3424, November.
    21. Mohammad Javad Taghipourian & Mahsa Mashayekh Bakhsh, 2016. "Brand Attachment on Service Loyalty in Banking Sector," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 146-156, October.
    22. Gwarlann de Kerviler & Nathalie Demoulin & Pietro Zidda, 2016. "Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?," Post-Print hal-01526066, HAL.
    23. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    24. Kathleen Cleeren & Marnik G. Dekimpe & Harald J. Heerde, 2017. "Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 593-615, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sharma, Sujeet Kumar & Sharma, Manisha, 2019. "Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 65-75.
    2. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
    3. Kajol, K. & Singh, Ranjit & Paul, Justin, 2022. "Adoption of digital financial transactions: A review of literature and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    4. Trinh Le Tan & Khanh Nguyen Chau Ngoc & Hien Le Thi Thanh & Hoai Nguyen Thi Thu & Uyen Vo Truong Hoang, 2024. "Enhancing Repurchase Intention on Digital Platforms Based on Shopping Well-Being Through Shopping Value, Trust and Impulsive Buying," SAGE Open, , vol. 14(3), pages 21582440241, September.
    5. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    6. Mohammad Ali Yousef Yamin & Omima Abdalla Abass Abdalatif, 2024. "Examining consumer behavior towards adoption of quick response code mobile payment systems: transforming mobile payment in the fintech industry," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    7. Matemba, Elizabeth D. & Li, Guoxin, 2018. "Consumers' willingness to adopt and use WeChat wallet: An empirical study in South Africa," Technology in Society, Elsevier, vol. 53(C), pages 55-68.
    8. Shankar, Amit & Rishi, Bikramjit, 2020. "Convenience matter in mobile banking adoption intention?," Australasian marketing journal, Elsevier, vol. 28(4), pages 273-285.
    9. Duarte, Paulo & Costa e Silva, Susana & Ferreira, Margarida Bernardo, 2018. "How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 161-169.
    10. Youshin Kwak & Jeeyeon Kim & Yeolib Kim & Jeonghye Choi, 2021. "Understanding digital consumers' well‐being in Asia: The moderating roles of digital natives and privacy concerns," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1274-1291, December.
    11. Michael Humbani, 2021. "Understanding Perceived Risks in Proximity Mobile Payment Adoption in South Africa and the Mediating Effect of Perceived Value," International Review of Management and Marketing, Econjournals, vol. 11(6), pages 10-20.
    12. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    13. Oussama Tounekti & Antonio Ruiz-Martínez & Antonio F. Skarmeta Gomez, 2022. "Research in Electronic and Mobile Payment Systems: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    14. Minwoo Lee & Seonjeong Ally Lee & Hyejo Hailey Shin & Miyoung Jeong, 2025. "Revisiting and exploring trust in the digital era: conceptualization and scale development of digital trust in hospitality and tourism," Information Technology & Tourism, Springer, vol. 27(1), pages 125-155, March.
    15. Liu, Yu-li & Yan, Wenjia & Hu, Bo, 2021. "Resistance to facial recognition payment in China: The influence of privacy-related factors," Telecommunications Policy, Elsevier, vol. 45(5).
    16. Swapan Kumar Saha & Paulo Duarte & Susana C. Silva & Guijun Zhuang, 2021. "Supporting sustainability by promoting online purchase through enhancement of online convenience," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 7251-7272, May.
    17. Pallavi Dogra & Arun Kaushal & Prateek Kalia, 2024. "What drives the investment intentions of emerging economy millennials? Examining the effect of financial advertisement with the PLS-SEM," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 276-291, June.
    18. Shih-Yi Yu & Der Chao Chen, 2022. "Consumers’ Switching from Cash to Mobile Payment under the Fear of COVID-19 in Taiwan," Sustainability, MDPI, vol. 14(14), pages 1-13, July.
    19. Avornyo, Philip & Fang, Jiaming & Antwi, Collins Opoku & Aboagye, Michael Osei & Boadi, Evans Asante, 2019. "Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 348-360.
    20. Greenacre, Luke & Akbar, Skye, 2019. "The impact of payment method on shopping behaviour among low income consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 87-93.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.