AUTHOR=Huang Yidan , Lee Yi Hsuan , Chang Gin , Ma Jun , Wang Guanyin 

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

JOURNAL=Frontiers in Psychology

VOLUME=Volume 12 - 2021

YEAR=2021

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.605784

DOI=10.3389/fpsyg.2021.605784

ISSN=1664-1078

ABSTRACT=Although considerable attention has been paid to the application of leadership in virtual communities, the field of live broadcasting has not been involved. This paper aimed to explore how different broadcaster leadership traits (charismatic, authoritarian, servant) influence audiences’ loyalty (cognitive, conative). And audience self-construal was chosen as a key moderator. Hierarchical linear modelling was adopted for the analysis. This research found that broadcasters with servant and charismatic leadership traits positively affected cognitive loyalty. Broadcasters with service leadership traits also had a positive effect on conative loyalty. In addition, independent self-construal negatively (positively) moderated the relationship between servant (authoritarian) leadership and cognitive (conative) loyalty. Furthermore, interdependent self-construal negatively (positively) moderated the relationship between charismatic (authoritarian) leadership and conative loyalty. These conclusions extend the understanding of broadcasters’ traits and audiences’ psychology in relation to the booming phenomenon of live streaming and can help platform managers motivate audiences’ loyalty on these platforms.