Research on the Enhancement Path of Brand Stickiness in the Short-Video Environment from the Perspective of Value Co-Creation: A Case Study of Labubu-Related KOC Content on Douyin

Abstract

The emergence of short-form video communication channels has resulted in a major medium for the brand communication in the modern days. Compared with the traditional media forms, the process of communication in a short-video environment is much more interactive, participatory, and socialized, which allows individuals to get involved in the process of developing and transmitting brand message.Among these actors, the key opinion consumer (KOC) role is particularly important in brand communication, as KOC communication is often perceived as authentic, expressed in relatable language, and shaped by peer influence. However, high exposure alone does not necessarily lead to strong relational bonds or sustainable brand stickiness. Therefore, this study examines this coexistence in Labubu-related KOC discussions on Douyin. Based on the extensive review of relevant literature and case study analysis, the main features of such phenomenon are outlined and presented in the form of five key dimensions: authenticity, emotionality, participatory co-creation, connectivity, and secondary diffusion. Using the identified dimensions as a basis, the study develops a five-dimensional framework along with corresponding strategic guidelines.