Research on the Impact of Brand Live Streaming Experience on Brand Happiness: Theoretical Mechanisms and Logical Framework

Abstract

As a crucial medium for brand communication, brand-themed live streaming plays a pivotal role in brand marketing. However, existing research primarily focuses on product monetization effects, lacking in-depth theoretical exploration of its mechanisms in shaping brand well-being. This study systematically analyzes the intrinsic relationship between brand live streaming experiences and brand well-being based on the Empathy Evaluation System Theory, Self-Determination Theory, and Empathy Communication Theory. It reveals the mediating role of empathy and brand trust, as well as the serial mediation mechanism, providing a new theoretical framework for the development and practical application of brand live streaming marketing.