Purpose The emergence of “cultural marketing” in agri-product livestreaming is characterized by two key scenarios: task-related cues and emotion-related cues. The aim of this research is to explore how streamers can leverage agricultural roots and heritage resources to enhance the brand value of agricultural products. These factors play a crucial role in the development of natural and cultural heritage resources. Design/methodology/approach Based on S-O-R theory, cue utilization theory, and construal level theory, this study employs quasiexperimental research methods to investigate how the interaction between livestreaming atmospheric cues and root appeals affects brand evangelism for agricultural products. Findings First, in the livestreaming of task-related cues, the dissemination of natural roots about agricultural products is more likely to promote consumers' brand evangelism. Besides, in the livestreaming of emotion-related cues, the dissemination of cultural roots about agricultural products is more likely to promote consumers' brand evangelism. Second, consumer brand identification mediates the interaction between livestreaming atmospheric cues and root appeals. Third, there is a moderating effect of streamer type on the above interactions. Originality/value Based on the core logic of “Cues-Appeals-Identity”, this study focuses on elucidating the synergistic mechanism through which consumers' immediate appeals align with their deep-seated values. Furthermore, it demonstrates the moderating role of the streamer type, thereby offering a more nuanced explanation of how brand cues are transformed into brand evangelism within the context of agri-food livestreaming.
Deng et al. (Mon,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: