The Role of Streamers’ Persuasive Power in Brand Credibility and Viewers’ Purchase Intention: The Mediating Role of Parasocial Relationships in Esports Live Streaming

Articles in Press

Document Type : Original

Authors

1 Allameh Tabataba'i University

2 Shahid Beheshti University

Abstract

This study aimed to examine the role of streamers’ persuasive power in shaping perceived brand credibility and purchase intention among esports live-stream viewers. A quantitative, descriptive–correlational design was employed, and data were collected through a field survey. The target population consisted of Iranian esports live-stream viewers with consistent experience in consuming streaming content and exposure to brand-related messages. A simple random sampling method was used, resulting in 375 valid questionnaires for final analysis. Data were collected using a five-point Likert-scale questionnaire measuring streamer content value, perceived authenticity, parasocial relationships, brand credibility, and purchase intention. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software.

The findings indicated that streamers’ persuasive power, operationalized through three key dimensions—content value (informativeness and entertainment), perceived authenticity, and parasocial relationships—has a significant positive effect on both perceived brand credibility and purchase intention. Moreover, parasocial relationships play a crucial mediating role in transmitting persuasive effects and strengthening the influence of streamers on consumers’ decision-making processes.

The results suggest that streamers in esports are not merely content creators but influential actors in digital marketing ecosystems capable of shaping brand perceptions and consumer behavior. Accordingly, brands can enhance advertising effectiveness by collaborating strategically with credible streamers and producing content aligned with live-stream contexts. It is further recommended that marketing campaigns move beyond direct advertising approaches and instead emphasize interaction, authenticity, and sustained relational engagement through streamers in order to achieve stronger consumer impact.

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Main Subjects

Archives in Sport Management and Leadership

Articles in Press, Accepted Manuscript
Available Online from 25 September 2026

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History

  • Receive Date: 22 May 2026
  • Revise Date: 25 July 2026
  • Accept Date: 25 September 2026

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