Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States
Revisiting the classic conceptualization of parasocial relationships, the current article examines the potential parasocial relationships established with live streamers. More specifically, this research investigates the relationship between exposure and viewer engagement during live streaming, homo...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
ANPOR Korea
2024-08-01
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| Series: | Asian Journal for Public Opinion Research |
| Online Access: | https://doi.org/10.15206/ajpor.2024.12.3.166 |
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| _version_ | 1846138858511532032 |
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| author | Heysung Lee Yibing Sun Hernando Rojas |
| author_facet | Heysung Lee Yibing Sun Hernando Rojas |
| author_sort | Heysung Lee |
| collection | DOAJ |
| description | Revisiting the classic conceptualization of parasocial relationships, the current article examines the potential parasocial relationships established with live streamers. More specifically, this research investigates the relationship between exposure and viewer engagement during live streaming, homophily of attitudes, and parasocial relationships with a live streamer. An online survey was conducted with samples in South Korea (_n_ = 504) and the United States (_n_ = 510) in 2020. The hierarchical linear regression analysis shows that in both countries live streaming exposure, engagement during a live stream (e.g., expressing opinions in the chat, donating money, receiving reactions from a streamer), and perceived homophily of attitudes with a live streamer are positively related to perceptions of parasocial relationships. The results confirm parasocial relationships with live streamers are a global phenomenon. |
| format | Article |
| id | doaj-art-da2610413eb94b7ba70f1cadda02d8b7 |
| institution | Kabale University |
| issn | 2288-6168 |
| language | English |
| publishDate | 2024-08-01 |
| publisher | ANPOR Korea |
| record_format | Article |
| series | Asian Journal for Public Opinion Research |
| spelling | doaj-art-da2610413eb94b7ba70f1cadda02d8b72024-12-06T18:27:14ZengANPOR KoreaAsian Journal for Public Opinion Research2288-61682024-08-01123Parasocial Relationships With Live Streamers: Evidence From South Korea and the United StatesHeysung LeeYibing SunHernando RojasRevisiting the classic conceptualization of parasocial relationships, the current article examines the potential parasocial relationships established with live streamers. More specifically, this research investigates the relationship between exposure and viewer engagement during live streaming, homophily of attitudes, and parasocial relationships with a live streamer. An online survey was conducted with samples in South Korea (_n_ = 504) and the United States (_n_ = 510) in 2020. The hierarchical linear regression analysis shows that in both countries live streaming exposure, engagement during a live stream (e.g., expressing opinions in the chat, donating money, receiving reactions from a streamer), and perceived homophily of attitudes with a live streamer are positively related to perceptions of parasocial relationships. The results confirm parasocial relationships with live streamers are a global phenomenon.https://doi.org/10.15206/ajpor.2024.12.3.166 |
| spellingShingle | Heysung Lee Yibing Sun Hernando Rojas Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States Asian Journal for Public Opinion Research |
| title | Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States |
| title_full | Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States |
| title_fullStr | Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States |
| title_full_unstemmed | Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States |
| title_short | Parasocial Relationships With Live Streamers: Evidence From South Korea and the United States |
| title_sort | parasocial relationships with live streamers evidence from south korea and the united states |
| url | https://doi.org/10.15206/ajpor.2024.12.3.166 |
| work_keys_str_mv | AT heysunglee parasocialrelationshipswithlivestreamersevidencefromsouthkoreaandtheunitedstates AT yibingsun parasocialrelationshipswithlivestreamersevidencefromsouthkoreaandtheunitedstates AT hernandorojas parasocialrelationshipswithlivestreamersevidencefromsouthkoreaandtheunitedstates |