... were recruited. Covariance-based structural equation modeling (CB-SEM) was used for data analysis. Findings The results indicated that viewer-streamer interaction factors (i.e., personalization and responsiveness) and viewer-viewer interaction factors (i.e., co-viewer involvement and bullet-screen...

... the impact of viewer–streamer interaction, which is among the first to investigate the interaction effects of viewer-viewer interaction and viewer–streamer interaction. In a live streaming context, viewers can establish interpersonal bonds with the compere (i.e. streamer) of a live stream (Hu et al...