“Let’s Chill and Chat”: Exploring the Effects of Streamers’ Self-Disclosure on Parasocial Interaction via Social Presence

The popularity of live streaming has continuously grown in recent years, with streamers sharing various aspects of their lives with audiences. This study explores the impact of streamers' self-disclosure, including visual cues and personal life stories on audiences' perceived parasocial interaction (PSI). This study used a 2 × 2 online experiment, using a between-subjects design: presence of a streamer's face (no face vs. face) and type of shared stories (professional vs. personal). Key findings underscore the significant role of social presence. Specifically, sharing personal life stories enhances the perceived social presence of the streamer, leading to heightened perceptions of parasocial interaction. Moreover, the study highlights that parasocial interaction predicts increased enjoyment. Overall, the research underscores the importance of fostering social presence in livestreaming contexts.