Homogeneous Apple Brand Information Exposure on Short-Video Platforms
Abstract
Short-video platforms have become an important environment for repeated exposure to smartphone brand information. Taking Apple-related short-video content as the research context, this study examines whether homogeneous Apple brand information exposure is associated with brand loyalty and psychological reactance toward competing brand information. Homogeneous information exposure refers to repeated contact with brand content that may differ in form but conveys similar evaluations and brand meanings. Drawing on brand loyalty theory and psychological reactance theory, the study argues that repeated Apple-related content may make Apple appear more familiar and reliable, while also making information about competing smartphone brands less necessary or less attractive to process. Data were collected through an online questionnaire distributed via Wenjuanxing, and 256 valid responses were analysed in SPSS. Reliability analysis, validity analysis, descriptive statistics, Pearson correlation analysis, and linear regression analysis were conducted. The results show that homogeneous Apple brand information exposure is positively associated with both brand loyalty and psychological reactance toward competing brand information. These findings suggest that repeated brand exposure on short-video platforms may strengthen consumers' attitudes toward the focal brand while also shaping their openness to alternative brand information.
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