Lim, J. S., Choe, M. J., Zhang, J., & Noh, G. Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108, 106327. 

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.