Emotional tug of virtual live streamers: exploring the psychological mechanism between interactions and customer emotional attachment

• Main Author: Zhou, Huanyi
• Other Authors: Chen Lou
• Format: Thesis-Master by Coursework
• Language: English
• Published: Nanyang Technological University 2025
• Subjects: Social Sciences; Virtual live streamer; Interaction styles; Emotional attachment; Sense of control; Identity recognition; Psychological distance
• Online Access: https://hdl.handle.net/10356/182834
• Institution: Nanyang Technological University

With the continuous innovation in artificial intelligence technology, virtual live streamers are increasingly becoming crucial tools for brands in interactive marketing. However, research on how virtual live streamers drive the enhancement of consumer emotional attachment remains underdeveloped....