1 Methodology

1.1 Research Problem

The research problem for this master's thesis is to comprehensively analyze the extent to which
parasocial relationships influence viewer engagement on Twitch, emphasizing the dynamics of viewer-
streamer interactivity. Specifically, we aim to investigate the relationship between parasocial bonds
formed between viewers and Twitch streamers and the viewers' engagement behaviors such as
comments, donations, and subscriptions. Additionally, we seek to understand how the quality and
frequency of streamer-viewer interactions influence the strength of these parasocial relationships.

1.2 Research Questions

To address the research problem, the following research questions have been formulated:
“How does the frequency and quality of streamer-viewer interaction influence the strength of
parasocial relationships on Twitch?”
This question aims to explore the impact of both the frequency and quality of interactions between
Twitch streamers and their viewers on the development and strength of parasocial relationships.
“Do viewers who report stronger parasocial relationships with streamers engage more
frequently through comments, donations, or subscriptions?”
This question seeks to determine whether viewers who perceive stronger parasocial relationships with
Twitch streamers are more likely to engage in various forms of interaction, including leaving comments,
making donations, and subscribing to the streamer's channel.
“What specific actions or behaviors from streamers enhance parasocial bonds?”
This question aims to identify the specific behaviors and actions exhibited by Twitch streamers that
have the most significant impact on strengthening the parasocial bonds with their viewers.

1.3 Conceptual Model and Hypothesis

1.3.1 Key Components of the Conceptual Model

Parasocial Relationships (PSR): Parasocial relationships refer to the one-sided emotional connections
that viewers form with Twitch streamers. These relationships are characterized by feelings of
attachment, identification, and intimacy.

Viewer Engagement (VE): Viewer engagement encompasses various forms of interaction Data
collection
Streamer-Viewer Interaction (SVI): Streamer-viewer interaction represents the frequency and quality
of interactions between Twitch streamers and their viewers. It includes streamer responsiveness,
communication, and engagement with viewers.

1.3.2 Hypothesis

H1: The quality of streamer-viewer interaction (SVI) has a positive impact on the strength of
parasocial relationships (PSR).
H2: Viewers who report stronger parasocial relationships with streamers are more likely to
engage frequently through comments, donations, and subscriptions.
H3: The relationship between the quality of streamer-viewer interaction (SVI) and the
strength of parasocial relationships (PSR) is bidirectional, suggesting that while high-quality
SVI enhances PSR, strong PSR also leads to improved quality of viewer interactions.
H4: Excessive engagement, characterized by a high frequency or intensity of viewer
interactions (e.g., comments, donations, subscriptions), may lead to negative outcomes such
as viewer skepticism regarding streamer authenticity.
H5: Different forms of viewer engagement (comments, donations, subscriptions) have
distinct impacts on the strength of parasocial relationships, each contributing uniquely to the
development of PSR.
H6: Viewer perceptions of streamer authenticity influence viewer engagement behaviors and
PSR in a bidirectional manner.
H7: The strength of parasocial relationships (PSR) has a positive impact on the quality of
viewer interaction.
H8: The strength of parasocial relationships (PSR) has a positive impact on viewer
engagement. 6. Viewers who report stronger parasocial relationships with streamers engage
more frequently through comments.
H9: Viewers who report stronger parasocial relationships with streamers engage more
frequently through donations.
H10: Viewers who report stronger parasocial relationships with streamers engage more
frequently through subscriptions.
H11: Viewers who report stronger parasocial relationships with streamers donate more
amount to the streamer.
H12: A higher attraction to streamer attributes increases the strength of parasocial
relationships.
H13: Psychological metrics, including emotional involvement, cognitive involvement, and
viewer retention, are positively correlated with the strength of parasocial relationships on
Twitch.
H14: Streamer behaviors that promote viewer engagement (VE), such as addressing viewers
by name, responding to comments, and acknowledging donations, are likely to enhance
parasocial bonds (PSR).
H15: Streamer behaviors, specifically authenticity, consistency, and responsiveness,
significantly enhance parasocial bonds and increase viewer engagement.
H16: Community-building activities and sharing personal anecdotes by streamers positively
correlate with viewer engagement and the strength of parasocial relationships.
H17: Genuine interactions by streamers enhance viewer perceptions and parasocial
relationships, while perceived inauthenticity hinders the development of strong parasocial
bonds.
1.3.3 Conceptual Model Diagram

2 Methodology

2.1 Data collection

2.1.1 Research design

The study adopts a formal research design, specifically chosen to test hypotheses and
theories regarding parasocial relationships on Twitch. This decision aligns with the
objective of providing detailed insights into the current state of these relationships,
informed by viewers' perceptions and experiences. Such a formal approach, with its
systematic methodology, is particularly suitable given the extensive existing literature
on the topic. It aims not merely to explore or describe but to test hypotheses and
make predictions based on quantifiable data.

Opting for a formal design using a structured questionnaire was a deliberate choice.
Other designs like experimental or case studies were considered; however, the survey
research design was preferred for its unique advantages. It enables capturing a wide
range of Twitch viewers' experiences and perceptions efficiently. This method is apt
for collecting extensive data in a standardized manner, allowing for an in-depth
understanding of parasocial relationships and viewer engagement on Twitch.
Moreover, it is advantageous in terms of reaching a larger sample size, which
enhances the generalizability of findings. Given the constraints of time in a master's
thesis, this approach also offers practicality in data collection.

To this end, the research draws on quantitative data, garnered from the systematic
collection of numerical and categorical responses via the structured questionnaire.
This data, sourced directly from Twitch's diverse viewership, offers a vital lens through
which to analyze the intricacies of parasocial relationships. Such a data-centric
approach lends itself to a robust statistical evaluation, revealing patterns, trends, and
correlations that underpin viewer engagement and the dynamics of their parasocial
interactions. This quantitative grounding ensures that the study's outcomes are not
only empirically robust but also closely aligned with the lived realities of Twitch users,
thereby enhancing the study's applicability to the digital streaming milieu.

Electronic questionnaires, as the primary data collection tool, offer several strengths.
They are cost-effective, especially for large-scale distribution, and ensure anonymity,
which can elicit more honest responses. This anonymity is crucial for collecting
authentic and unbiased data. Additionally, the electronic format simplifies data
handling, enabling straightforward integration into statistical software for analysis.
However, these questionnaires also have limitations, such as the potential for
response bias and the inability to capture the depth of emotional experiences as
interviews might. Addressing these challenges is essential for the integrity of the
research, and incorporating open-ended questions can provide richer insights into
participant experiences.

2.1.2 Sampling design

In the study at hand, the sampling design is built around a convenience sampling
method, which was selected for its practical benefits. The target population comprises
Twitch viewers, and the recruitment of participants is carried out through Twitch
community forums, social media platforms, and direct links on popular Twitch
channels. Additionally, the questionnaire is disseminated among students via class
announcements and the school's email system, as well as posted on social media
platforms like Twitter, Facebook, and Instagram to widen the reach. The convenience
sampling method is expedient, allowing for rapid data collection—a pivotal aspect
when research timelines are tight. It's also cost-effective, avoiding the financial and
logistical complexities that more systematic sampling methods may incur. However,
the advantages of convenience sampling come with trade-offs. It does not yield a
representative sample of the broader population, which can limit the generalizability
of the study's results. The sample may introduce bias, as it consists of individuals who
are readily accessible, and may not accurately reflect the diversity of the Twitch
audience. This could lead to data imbalances where certain segments of the
population are either over or underrepresented, affecting the study's validity and
reliability. Despite these challenges, for a study seeking preliminary insights or trends
among a subset of Twitch viewers, a sample size of 150 respondents is considered to
provide a reasonable estimate of the target population's characteristics, provided the
group is relatively homogeneous.

2.1.3 Measurements instruments

For the current study, the primary instrument for data collection is a questionnaire,
which was selected due to its suitability for capturing a wide array of data pertinent
to Twitch viewer experiences and perceptions. This tool enables the systematic
collection of data necessary for analyzing the intricacies of parasocial relationships
and viewer engagement.

In terms of data analysis, the Statistical Package for the Social Sciences (SPSS) has
been designated as the analysis tool of choice.

2.2 Data anlalysis

 2.2.1 Data analysis method

Research
Hypotheses Variables Type Measurement Test
Questions

How does the The quality and Frequency of Independent: Quantitative - Regression
frequency and frequency of Interaction, Quality Frequency Scale-based Analysis
quality of streamer-viewer of Interaction, and Quality responses from
streamer-viewer interaction have a Strength of of questionnaire
interaction positive impact on Parasocial Interaction,
influence the the strength of Relationships Dependent:
strength of parasocial Strength of
parasocial relationships. Parasocial
relationships on Relationships
Twitch?

Do viewers who Viewers with Strength of Independent: Quantitative - T-tests,

report stronger stronger parasocial Parasocial Strength of Scale-based
parasocial relationships are Relationships, Parasocial responses from ANOVA
relationships with more likely to Viewer Relationships, questionnaire
streamers engage engage with Engagement Dependent:
more frequently streamers through (Comments, Viewer
through comments, Donations, Engagement
comments, donations, and Subscriptions)
donations, and subscriptions.
subscriptions?

What specific Specific streamer Streamer Behaviors Independent: Quantitative - Correlation

actions or behaviors such as (Acknowledgments, Streamer Scale-based Analysis
behaviors from direct Anecdotes, Behaviors, responses from
streamers most acknowledgments, Responsiveness), Dependent: questionnaire
significantly sharing personal Strength of Strength of
enhance parasocial anecdotes, and Parasocial Parasocial
bonds? responsiveness Relationships Relationships
significantly enhance
parasocial bonds.

To analyze the data collected from the questionnaire, the study will employ a
combination of statistical methods. Descriptive Statistics will be used initially to
provide a fundamental overview of the data, which includes assessing measures of
central tendency (mean, median, mode) and dispersion (range, variance, standard
deviation). This step will elucidate the general trends and patterns within the data set.

Following this, Regression Analysis will be implemented to explore the relationship

between the frequency and quality of streamer-viewer interaction and the strength of
parasocial relationships. This analysis will indicate the extent to which streamer-
viewer interactions contribute to the variance in parasocial relationships.

To compare the engagement behaviors between two distinct groups, T-tests will be
utilized. For instance, this could involve comparing viewers with strong parasocial
relationships to those with weaker or no such relationships to determine if there are
statistically significant differences in their engagement behaviors.

ANOVA (Analysis of Variance) will also be applied to compare engagement behaviors

across different categories of streamers, which might include variables such as
frequency of interaction and type of content.

Additionally, Correlation Analysis will be conducted to ascertain the strength and

direction of relationships between two variables, such as the relationship between
interaction frequency and viewer engagement.

Building on these statistical techniques, two analytical frameworks will be developed.

The first framework will focus on evaluating the quality of interaction between
streamers and viewers, integrating findings from Descriptive Statistics and Regression
Analysis. This will involve assessing various factors such as interaction frequency, type,
and responsiveness, based on viewer feedback and the nature of interactions, like
personal anecdotes and direct acknowledgments.

The second framework will concentrate on evaluating the strengths of parasocial

relationships. This comprehensive analysis will combine T-tests, ANOVA, and
Correlation Analysis to delve into the depth and nature of relationships viewers form
with streamers. It will look at factors like the duration and intensity of viewer
engagement, emotional investment, and perceived closeness, aiming to quantify the
strength of parasocial relationships and identify key contributing factors to their
development.

Both frameworks are designed to yield actionable insights. The interaction quality
framework will provide streamers with strategies to enhance viewer relationships,
while the parasocial relationship framework will deepen the understanding of viewer
loyalty and attachment. Collectively, these frameworks will offer a holistic perspective
on the dynamics of streamer-viewer interactions on Twitch and similar platforms.