A Study on the Impact of Brand Live Streaming Experience on Brand Happiness: a Chain Mediation Model

Abstract

Current research on live streaming marketing mostly focuses on the direct monetization effect of products, with insufficient attention paid to brand communication and long-term construction effects. This study is based on the empathy evaluation system theory, self-determination theory, and empathy communication theory, and constructs a chain mediation model of brand live streaming experience acting on brand happiness through empathy and brand trust. Collect 410 valid samples through questionnaire survey method for empirical testing. The results indicate that: (1) brand live streaming experience has a significant positive impact on brand happiness; (2) Empathy and brand trust partially mediate the relationship between brand live streaming experience and brand happiness; (3) Empathy and brand trust have a chain mediated effect between brand live streaming experience and brand happiness. This study provides theoretical support and management insights for brand live streaming marketing practices, while pointing out research limitations and future prospects.