Gaining viewer-brand relationships via social media marketing: Live streaming or pre-recorded?

Drawing on media richness and social presence theory, this study aims to propose a theoretical model to investigate and compare the effect of live streaming against pre-recorded on brand love toward education services at the university level. A survey of 661 valid respondents in the central region of Vietnam was conducted. The results indicate the different impacts of entertainment, visualization, and professionalism in live streaming and pre-recorded. This study has found the impact of social presence on brand trust and the impact of brand trust on brand love. This study contributes to the theoretical perspective by integrating media richness theory and social presence to examine the impact of social viewing mechanisms on consumer-brand relationships. This is one of the few studies understanding viewer behaviours in the education sector. The study proposes different strategies to promote viewers’ bonding.