Online celebrity brand equity on tiktok: the moderating role of followers’ gender

Abstract

This study proposes a theoretical model to examine the relationship between online celebrity brand equity components, their impact on the overall brand equity of online celebrities on TikTok, and the moderating role of gender in the relationship between these components. CB-SEM was applied to test the model and research hypotheses from 443 respondents using TikTok and following at least one online celebrity on the platform. The results found a positive relationship between research concepts and identified the moderating role of gender. Finally, some practical implications are proposed for online celebrities and celebrity management organizations to develop celebrity brands on the TikTok platform in Vietnam.