The Role of Broadcasters and Brand Image in Improving Consumer Loyalty—Evidence From Live Streaming on Chinese Social Platforms

Consumer loyalty is crucial to a company’s performance and significantly influences its development trends. Customer trust and satisfaction form the foundation for establishing consumer loyalty, with perceived value, perceived quality, and service quality serving as prerequisites for gaining this trust and satisfaction. However, the extent to which live broadcasts can be effectively utilized for brand marketing to improve consumer loyalty has not been fully explored. Thus, this study aims to examine how live broadcasters and brand image can increase consumer loyalty. Based on 266 data surveys collected from live streaming users, our statistical analysis reveals that brand image and broadcaster influence are vital in promoting perceived value, perceived quality, and service quality to further increase customer trust and satisfaction, thereby enhancing consumer loyalty. Our findings also provide theoretical and practical insights into improving customer loyalty.