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Abstract
Online streaming and video platforms have become a popular form of entertainment as opposed to traditional media like movies and TV shows. Similar to traditional media, viewers often relate to and form one-sided relationships with actors/creators, known as parasocial relationships. Actors and creators can then leverage that relationship to advertise and market products to their audience. The primary objective of this study was to understand if perceived credibility and loyalty towards a streamer fuel parasocial relationships and how perceived credibility and parasocial relationships with an online live streamer influence attitude towards a sponsored brand and purchasing intention. It was predicted that there will be a positive relationship between participants who have high parasocial relationships and buying intention of promoted products; that there will be a positive relationship between streamer credibility and both parasocial relationships and attitudes towards brands endorsed; that parasocial relationships will have a positive effect on streamer loyalty, which will have a positive effect on brand attitude. 227 participants were given a pre-survey to screen for those who actively watch live streamed content on sites like Youtube and Twitch, participants that do not were excluded. The included participants were given access to a full survey on Qualtrics which asked their thoughts on measures on streamer loyalty, credibility, parasocial relationships, and brand attitude. While answering survey questions the participants were asked to think about a streamer that they actively watch. It was found that streamer credibility and streamer loyalty were significantly, largely correlated to parasocial relationships, r(225) = .642, p < .001, r(225) = .696, p < .001, respectively. Parasocial relationships and streamer loyalty were both significantly, largely correlated with brand attitude, r(223) = .537, p < .001, r(.512) = p < .001, respectively. Finally, brand attitude was significantly, largely correlated with buying intention, r(218) = .657, p < .001.
Publication Date
2024
Subject Major(s)
Psychology
Keywords
live streaming, sponsorships, parasocial relationships
Disciplines
Marketing | Social Psychology
Current Academic Year
Senior
Faculty Advisor/Mentor
Dr. Deborah DiazGranados
Rights
© The Author(s)
Recommended Citation
Burroughs, M., DiazGranados, D. (2024). Parasocial relationships in live streaming: How it can affect attitudes and buying intention toward sponsors [Conference Presentation]. VCU Poster Symposium for Undergraduate Research and Creativity, Richmond, VA, United States.