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This study aims to investigate the psychological mechanisms underpinning the impact of branded memes on brand love on social media.

Using a self-reported online survey, data from 479 verified Facebook users were analyzed using structural equation modeling to examine the interrelationships among sense of liberation, perceived trendiness, hedonic engagement, perceived humor, self-brand connection and brand love.

The results indicate that a sense of liberation significantly influences self-brand connection but does not directly affect perceived humor. Perceived trendiness is a key predictor of both perceived humor and self-brand connection. However, hedonic engagement has no substantial effect on perceived humor or self-brand connections. Importantly, perceived humor plays a crucial role in strengthening self-brand connections and fostering brand love.

To the best of the authors’ knowledge, this study is the first empirical exploration to showcase the consumer brand love formation process facilitated by branded memes, offering valuable insights into meme-marketing strategies. This highlights the importance of perceived humor and trendiness in enhancing brand love through social media platforms.

This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors.

A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling.

The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables.

This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

本研究旨在确定影响目标消费者的旅游直播主（TLSers）的关键特征, 并检验这些特征如何通过激发消费者情感参与和价值共创行为来增强目的地品牌价值。

对在中国观看过旅游直播的552名受访者进行了问卷调查, 采用结构方程建模分析数据。

研究结果显示, TLSers的专业知识对消费者影响最大, 并积极影响他们的情感依恋、信任、参与和公民行为, 以及感知的目的地品牌价值。吸引力和可信度对这些变量的影响较弱但也是积极的。

本研究通过展示TLSer特征的独特影响, 对直播研究的理论发展做出了贡献。此外, 本研究扩展了社会交换理论和价值共创在旅游研究中的应用。