Customer brand engagement in brands’ self-built live streaming e-commerce: a mixed-methods study

Purpose Brands’ self-built live streaming has gained popularity among small- and medium-sized enterprises by eliminating intermediaries and establishing direct brand-consumer connections. However, limited research has addressed how brands can design self-directed livestreams to enhance customer brand engagement, highlighting an urgent need for deeper exploration to support the sustainable growth of these enterprises in the digital age. Design/methodology/approach This study examines the impact of social and technical features of brands' self-built live streaming on customer brand engagement, grounded in socio-technical systems theory. Based on 624 valid online survey responses, the analysis integrates partial least squares structural equation modeling with fuzzy-set qualitative comparative analysis. Findings These findings reveal that interaction, identification, synchronicity and vicarious expression of live streaming significantly enhance customer brand engagement by increasing perceived enjoyment and perceived control. Multiple configurations of these features contribute to high engagement, with interaction and identification playing central roles. Originality/value This study advances the understanding of customer engagement mechanisms in brands’ self-built live streaming and offers actionable insights for campaign design. This research offers theoretical contributions and practical guidance for resource-limited small and medium-sized brands to improve their livestreaming strategies in the evolving digital marketplace.