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- W3009335864 abstract "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." @default.
- W3009335864 created "2020-03-13" @default.
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- W3009335864 date "2020-07-01" @default.
- W3009335864 modified "2023-10-17" @default.
- W3009335864 title "The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective" @default.
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- W3009335864 doi "https://doi.org/10.1016/j.chb.2020.106327" @default.
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