The Impact of Live Streaming Technology on Customer-Based Brand Equity: A Case Study in Vietnam

The ever-evolving landscape of social media has transformed the dynamics of shopping and reshaped our understanding of brand value. Within this realm, TikTok emerges as a standout platform, distinguished by its pioneering Livestream technology, which offers an array of innovative avenues for online customer engagement and interaction. This study endeavors to comprehensively explore the impact of TikTok's Livestream technology on consumer brand perceptions. Employing a quantitative approach, data collection was conducted through a blend of social media platforms and online surveys, targeting consumers residing in the Mekong Delta region. Through PLS SEM analysis, the findings illuminate the relationship between TikTok's Livestream technology and brand equity within the Mekong Delta locale. Particularly noteworthy is the technology's pivotal role in amplifying brand awareness and nurturing enduring customer loyalty.