Predicting audience stickiness, loyalty, and gift-giving in TikTok live tarot readings: The moderating role of content quality

• Piyachat Jarutirasarn ^[1] ; Thanawatdech Thirapatsakun ^[2]
  1. [1] Ramkhamhaeng University

     Ramkhamhaeng University

     Tailandia

     
  2. [2] Committee for PhD Dissertation Examination, Independent Scholar, Bangkok, Thailand
• Localización: Fonseca, Journal of Communication, ISSN-e 2172-9077, Vol. 29, Nº. 1, 2025, págs. 326-349
• Idioma: inglés
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• Resumen

  • Astrology content makers are using modern technologies on social media to provide mystical advice to millennials and Gen Z, as changing societal dynamics pique interest in astrology for life planning and healing consolation, and TikTok’s live-stream community flourishes through virtual giving. The value of live streaming, audience stickiness, loyalty, and gift propensity is investigated in this paper under the influence of content quality and live streamer properties. A total of 580 individuals responded to a questionnaire to gather data. A conceptual framework constructs a structural equation model to evaluate the hypotheses. We assessed the research models using the partial least squares structural equation modelling method. The research indicates that content quality plays a crucial role in influencing audience stickiness, loyalty, and the intention to give gifts. In addition, the content quality significantly impacts the value of live streaming. The moderating effect increases the influence of live streamer features on audience engagement by 12 per cent. The research indicates that when audiences recognise adequate content quality and features of live-streamers, their engagement in online live-streaming rises, thereby strengthening their choices regarding audience retention, loyalty, and the intention to give gifts.