The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective
By Joon Soo Lim, M. Choe, Jun Zhang, G. Noh. Computers in Human Behavior, 2020
354 citations recorded by the source corpus.
Abstract Grounded in Bandura’s (2001) social cognitive theory of mass communication and Giles' (2002) model of parasocial relationship (PSR) development, the current research examines how a viewer's wishful identification with an online video game streaming personality and emotional engagement with other viewers lead to behavioral loyalty through PSR with their favorite live-streamer. To test the proposed mediation model, the researchers conducted a survey using a representative sample drawn from a national panel of a professional survey firm in South Korea. Results of a mediation analysis employing structural equation modeling reveal that both wishful identification and emotional engagement have indirect effects on behavioral loyalty through PSR. Put another way, a viewer's likeliness to continue viewing a live-streaming game increase as the viewer develops stronger PSR. The current research also demonstrates that wishful identification and engagement with others/streamers develop into PSR, as suggested by Giles' PSR development model.
Subfields: Gender Studies, Literature and Literary Theory, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/a9d56bc6bfc8ce7896330ed5a1a74004e44e7ca5
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Gender Studies
In Literature and Literary Theory
In Sociology and Political Science
Citations in the corpus
- Parasocial interactions with real and virtual influencers: The role of perceived similarity and human-likeness (2022, background): “At the same time, it should be noted that even if media users do not consider a certain media persona as similar to themselves, they might still aspire to become more like them—which might again increase parasocial reactions (Lim et al., 2020; Schouten et al., 2020).”
- How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “…mechanism by which followers seek to feel like they have a real, reciprocal relationship with the influencer or to establish a relationship based on modelling where the follower desires to be like, act like, or to actually be the influencer (Kelman, 2006; Lim et al., 2020; Sokolova & Kefi, 2020).”