Viewer Purchase Behavior & Influencer Marketing on Streamers

Caroline Gil

Co-Presenters: Mauricio ortega, Brandon Earl

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Shweta Singh

Abstract:

The magnitude of money donated by viewers to creators (gifts, contributions, viewership and premium memberships, etc.) has grown exponentially across streaming platforms. Streaming viewership witnessed a “186% increase in hours watched, up from 2024” (Twitch, 2025). Hence, it is important to understand the factors that motivate viewers to make these donations. Although trust, authenticity, and parasocial ties are crucial in shaping this type of consumer behavior, prior research does not shed light whether this donation varies by streamer type, micro versus macro. This study examines the factors that motivate viewers’ purchasing behavior for virtual gifts, items, and digital materials and whether it varies by streamer attributes, particularly follower numbers, perceived reliability, authenticity, and community involvement. A quantitative survey approach is employed to gauge the attitudes and actions of viewers of various kinds of streamers. Participants are asked about their engagement patterns, how they feel about streamers, and whether they are likely to buy something because of recommendations or interactions with the community. To ascertain which group has more influence and which relationship characteristics most significantly predict purchase results, the study will compare responses pertaining to micro and macro streamers. This study will shed light on important issues such as whether fewer, more intimate groups have a greater behavioral effect than bigger, high-visibility audiences. In addition, it will provide insights for businesses, producers, and platforms looking to maximize influencer collaborations. Our work further advances understanding of digital consumer behavior.

Keywords: Influencer marketing, micro-influencers, live streaming, credibility, and community Involvement.