Streaming for good: Streamer-viewer interaction, beneficiary focus, and donation progress

This study explores how perceived viewer–streamer interactions elicit various types of social support in charity streaming, based on parasocial interaction (PSI). It further integrates accountability and goal-setting theories to address the question of how the different types of beneficiary focus and levels of donation progress that are usually embedded in charity streaming settings harness PSI's effects to increase donations. Experiment 1 (N = 100) showed that high PSI (vs. low) contributed to higher intentions from viewers to provide emotional and financial support to the streamers. Experiment 2 (N = 241) demonstrated that viewers who experienced high PSI (vs. low) were more likely to purchase product and donate to the charity that benefits human (vs. animal and environment). Experiment 3 (N = 315) found that high PSI (vs. low) and donation progress close (vs. far) to the goal were more likely to evoke donation to the human (vs. environment)-focused charity. Theoretical and practical implications are also discussed.