The Impact of Influencer Streamer Characteristics on Corporate Brand Image: The Mediating Role of Consumer Brand Perception

DOI: https://doi.org/10.62517/jnme.202610110

Author(s)

Lisha Xie

Affiliation(s)

School of Management, Wuhan University of Bioengineering, Wuhan, Hubei, China

Abstract

The rapid development of live-streaming e-commerce has made it an important arena for brand communication, in which influencer streamers play a central role in shaping corporate brand image. Based on the SERVQUAL service quality model, this study decomposes influencer streamer characteristics into four dimensions: professionalism, empathy, responsiveness, and assurance. By introducing consumer brand perception as a mediating variable, a conceptual model describing the pathway of “influencer streamer characteristics-brand perception-brand image” is constructed and empirically tested using the audience of the Chinese domestic cosmetics brand Perfect Diary as the research sample. The results indicate that all four dimensions significantly enhance corporate brand image, while consumer brand perception plays a partial mediating role in these relationships. Among them, the assurance dimension of the streamer exerts the strongest direct effect on brand image, whereas responsiveness most effectively stimulates consumers’ brand perception. The findings not only extend brand management theory within the context of live-streaming marketing but also provide practical guidance for enterprises in selecting high-quality influencers and formulating precise marketing strategies.

Keywords

Live-Streaming Marketing; Influencer Streamer Characteristics; Consumer Brand Perception; Brand Image; Mediating Effect

References

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