Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study

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’...

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Bibliographic Details
Main Authors: Yidan Huang, Yi Hsuan Lee, Gin Chang, Jun Ma, Guanyin Wang
Format: Article
Language:English
Published: Frontiers Media S.A. 2021-04-01
Series:Frontiers in Psychology
Subjects:
broadcaster
leadership
cognitive loyalty
conative loyalty
self-construal
live streaming platform
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2021.605784/full

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