Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study
Although considerable attention has been paid to the application of leadership in virtual communities, the field of live streaming has not been involved. This exploratory study aimed to explore how different broadcaster leadership traits (charismatic, authoritarian, and servant) influence audiences’...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-04-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.605784/full |
| _version_ | 1819147973968265216 |
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| author | Yidan Huang Yi Hsuan Lee Gin Chang Jun Ma Guanyin Wang |
| author_facet | Yidan Huang Yi Hsuan Lee Gin Chang Jun Ma Guanyin Wang |
| author_sort | Yidan Huang |
| collection | DOAJ |
| description | Although considerable attention has been paid to the application of leadership in virtual communities, the field of live streaming has not been involved. This exploratory study aimed to explore how different broadcaster leadership traits (charismatic, authoritarian, and servant) influence audiences’ loyalty (cognitive and conative). And audience self-construal was chosen as a key moderator. The top 15 broadcasters from the regional rankings were selected from each of the two popular live streaming platforms, Douyu and YouTube, for the study. And we used snowball sampling with a link to an online questionnaire as a recruitment procedure. 310 audiences with live streaming experience from the Chinese Mainland and Taiwan participated. Hierarchical linear modeling was adopted for the analysis. This study found that broadcasters with servant and charismatic leadership traits positively affected cognitive loyalty. Broadcasters with servant leadership traits also had a positive effect on conative loyalty. Additionally, independent self-construal negatively moderated the relationship between servant leadership and cognitive loyalty. Independent self-construal positively moderated the relationship between authoritarian leadership and conative loyalty. Furthermore, interdependent self-construal negatively moderated the relationship between charismatic leadership and conative loyalty. Interdependent self-construal positively moderated the relationship between authoritarian leadership and conative loyalty. These conclusions extend the understanding of broadcasters’ traits and audiences’ psychology concerning the booming phenomenon of live streaming and can help platform managers motivate audiences’ loyalty on these platforms. |
| first_indexed | 2024-12-22T13:38:20Z |
| format | Article |
| id | doaj.art-5a7d29f56c724010a8ce4f4540ac1218 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-22T13:38:20Z |
| publishDate | 2021-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-5a7d29f56c724010a8ce4f4540ac12182022-12-21T18:24:00ZengFrontiers Media S.A.Frontiers in Psychology1664-10782021-04-011210.3389/fpsyg.2021.605784605784Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory StudyYidan Huang0Yi Hsuan Lee1Gin Chang2Jun Ma3Guanyin Wang4Business School, Huaqiao University, Quanzhou, ChinaDepartment of Business Administration, National Central University, Taoyuan City, TaiwanDepartment of Business Administration, National Central University, Taoyuan City, TaiwanManagement College, Ocean University of China, Qingdao, ChinaDepartment of Business Administration, National Central University, Taoyuan City, TaiwanAlthough considerable attention has been paid to the application of leadership in virtual communities, the field of live streaming has not been involved. This exploratory study aimed to explore how different broadcaster leadership traits (charismatic, authoritarian, and servant) influence audiences’ loyalty (cognitive and conative). And audience self-construal was chosen as a key moderator. The top 15 broadcasters from the regional rankings were selected from each of the two popular live streaming platforms, Douyu and YouTube, for the study. And we used snowball sampling with a link to an online questionnaire as a recruitment procedure. 310 audiences with live streaming experience from the Chinese Mainland and Taiwan participated. Hierarchical linear modeling was adopted for the analysis. This study found that broadcasters with servant and charismatic leadership traits positively affected cognitive loyalty. Broadcasters with servant leadership traits also had a positive effect on conative loyalty. Additionally, independent self-construal negatively moderated the relationship between servant leadership and cognitive loyalty. Independent self-construal positively moderated the relationship between authoritarian leadership and conative loyalty. Furthermore, interdependent self-construal negatively moderated the relationship between charismatic leadership and conative loyalty. Interdependent self-construal positively moderated the relationship between authoritarian leadership and conative loyalty. These conclusions extend the understanding of broadcasters’ traits and audiences’ psychology concerning the booming phenomenon of live streaming and can help platform managers motivate audiences’ loyalty on these platforms.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.605784/fullbroadcasterleadershipcognitive loyaltyconative loyaltyself-construallive streaming platform |
| spellingShingle | Yidan Huang Yi Hsuan Lee Gin Chang Jun Ma Guanyin Wang Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study Frontiers in Psychology broadcaster leadership cognitive loyalty conative loyalty self-construal live streaming platform |
| title | Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study |
| title_full | Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study |
| title_fullStr | Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study |
| title_full_unstemmed | Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study |
| title_short | Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study |
| title_sort | broadcasters leadership traits and audiences loyalty with the moderating role of self construal an exploratory study |
| topic | broadcaster leadership cognitive loyalty conative loyalty self-construal live streaming platform |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.605784/full |
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