Live streamers, or ELS streamers, employ strategic image-building to cultivate trust and influence consumer purchase intentions, intertwining performance with commercial objectives.
“Driven by commercial objectives, ELS streamers strategically manipulate various characteristics, including their background, content, and interaction styles, to cultivate specific images that foster acceptance, trust, and popularity among viewers.”
“Employing Erving Goffman's dramaturgical theory, live streamers’ performances help manage their images and connect meaningfully with viewers, which is pivotal for consumer trust.”
“The study investigates the intersection between social image characteristics and consumer behavior, focusing on how these factors impact trust and purchase intentions.”
Collection
[
|
...
]