How Does Credibility Matter? Proposing and Validating a Framework for the Credibility of Live Streamers in the Gaming Industry.

This study aims to assess gaming live streamers' credibility and its effect on their customers' attitudes and behaviors, with a focus on understanding the underlying mechanisms and dynamics involved in this relationship. To accomplish this objective, a theoretical framework was developed and validated. Drawing upon source credibility theory, the research examined a sample of 406 gaming livestreaming customers from China and Portugal. The PLS-SEM results indicate that live streamers' credibility positively affects customers' attitudes and behaviors (e.g. loyalty, positive brand attitude, and purchase intention) by mediating the parasocial relationship, wishful identification, and emotional attachment. The findings from this study provide valuable insights that can be used to improve gaming businesses and foster positive attitudes and behaviors among livestreaming customers. [ABSTRACT FROM AUTHOR]