Peran Interaction, Emotional Attachment, dan Content Quality pada Parasocial Relationship Streaming Marapthon

Achmad Jauhari Musthofa, Muhammad Wahyu Arriyanto

Abstract


The growth of live streaming platforms has created interactive communication spaces that enable the formation of Parasocial Relationships between content creators and audiences. However, the mechanisms underlying this relationship in entertainment live streaming contexts remain empirically underexplored. This study aims to analyze the influence of Interaction, Emotional Attachment, and Content Quality on Parasocial Relationship among audiences of the "Marapthon: The Last Tale" live streaming. An explanatory quantitative approach was applied using SEM-PLS analysis on 183 respondents selected through purposive sampling. The results indicate that all three variables have a positive and significant effect on Parasocial Relationship, with Emotional Attachment emerging as the most dominant factor. Theoretically, this study extends parasocial communication research by demonstrating that Emotional Attachment, Interaction quality, and Content Quality collectively shape audiences' psychological closeness toward streamers, particularly outside the live commerce context. Practically, this study offers implications for content creators and the digital media industry in developing communication strategies that sustain long-term audience engagement.


Keywords


Content Quality; Emotional Attachment; Interaction; Live streaming; Parasocial Relationship

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DOI: https://doi.org/10.32509/cyberpr.v6i1.6951

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