Live-Streaming Subscriber on Esport Professional Player: Expertise, Parasocial, and Streamer Attachment Factor To Getting the Subscribers
Abstract
The advancing development of the internet creates new possibilities for new kinds of entertainment. The new entertainment is live-streaming unique content. However, there is still a lack of research on every variable in this phenomenon. There is a need for more research about certain variables in this context for a future new marketing method in a real-time platform. This paper explored the relationship between expertise, parasocial, attachment, and subscribe intention. The primary purpose of this research is to explore the variable relationship to achieve a specific framework for future research—the analysis uses partial least square (PLS-SEM) Analysis. The result is that expertise is the only significant relationship between all variables in subscribe intention. The limitation of this research is that it still uses an adaptation of measurement items with various topics such as social media, celebrities, and promotion. Future research about live-streaming needs to develop their measurement item to get more specific relationship models.
Keywords
References
Andersen, K., & Clevenger, T. (1963). A summary of experimental research in ethos. Speech Monographs, 30(2), 59–78. https://doi.org/10.1080/03637756309375361
Aw, E. C. X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895–908. https://doi.org/10.1108/JCM-10-2019-3474
Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (2010). Measuring user influence in Twitter: The million follower fallacy. Proceedings - 3rd International Workshop on CrowdSourcing in Software Engineering, CSI-SE 2016, June 2010, 15–21. https://doi.org/10.1145/2897659.2897663
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Hussain, S., Fangwei, Z., Siddiqi, A. F., Ali, Z., & Shabbir, M. S. (2018). Structural Equation Model for evaluating factors affecting the quality of social infrastructure projects. Sustainability (Switzerland), 10(5). https://doi.org/10.3390/su10051415
Ilicic, J., Baxter, S. M., & Kulczynski, A. (2016). The impact of age on consumer attachment to celebrities and endorsed brand attachment. Journal of Brand Management, 23(3), 273–288. https://doi.org/10.1057/bm.2016.5
Kim, S., Han, J., Yoo, S., & Gerla, M. (2017). How are social influencers connected on Instagram? Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Bioinformatics), 10540 LNCS(September), 257–264. https://doi.org/10.1007/978-3-319-67256-4_20
Perse, E. M., & Rubin, R. B. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16(1), 59–77. https://doi.org/10.1177/009365089016001003
Ravand, H., & Purya, B. (2016). Partial least squares structural equation modeling with R. Practical Assessment, Research, and Evaluation, 21(1), 1–16.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, so why should I buy it? How credibility and parasocial Interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January 2019). https://doi.org/10.1016/j.jretconser.2019.01.011
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent, and brand beliefs. Journal of Advertising, 29(3), X–13. https://doi.org/10.1080/00913367.2000.10673613
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness, and expertise – social influencers' winning formula? Journal of Product and Brand Management, June. https://doi.org/10.1108/JPBM-06-2019-2442
DOI: https://doi.org/10.17509/jbme.v8i3.64950
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Journal of Business Management Education (JBME)is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats