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NTU Management Review Vol. 32 No. 1 Apr. 2022

brand parasocial relationships. The effect of live-streaming e-commerce on brand identity
is also significant.
We also discover that live-streamer and community self-consistency positively affect
live-streamer identity. The effect of community self-consistency on community identity is

significant. Brand self-consistency has a significant effect on brand identity. In addition,
the Sobel test shows that the mediating effect of live-streamer, community and brand
identity is significant.

For people with high FOMO, community self-consistency has the strongest influence
on the live-streamer identity, followed by live-streamer self-consistency, brand self-
consistency, live-streamer parasocial relationships and brand parasocial relationships.
The strongest influence on community identity is community self-consistency, followed
by brand parasocial relationships, community parasocial relationships the third, and live-

streamer parasocial relationships the last. The strongest influence on brand identity is
brand self-consistency, followed by brand parasocial relationships, live-streamer parasocial
relationships the last. The strongest influence on customer engagement is community

identity, followed by live-streamer identity, and brand identity the last.
For people with low FOMO, the strongest influence on the live-streamer identity
is the live-streamer parasocial relationships, followed by community self-consistency,
brand parasocial relationships the third, and live-streamer self-consistency the last. The
strongest influence on community identity is brand parasocial relationships, followed

by community self-consistency, live-streamer parasocial relationships the third, and
community parasocial relationships the last. The strongest influence on brand identity is
brand parasocial relationships, followed by brand self-consistency. The strongest influence

on customer engagement is brand identity, followed by community identity, live-streamer
identity the last.

4. Research Limitations

First, the sample composition of this study is mostly students, and we distribute more
than 80% of the questionnaires to Facebook and Instagram. Therefore, we suggest that
future studies should cover more different occupational and age groups, and distribute

questionnaires to more diverse platforms to improve the representativeness of samples and

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