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All Journal Psikoislamika : Jurnal Psikologi dan Psikologi Islam
Zein, Amirul Fida
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Arts Humanities Education Neuroscience Public Health

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Parasocial relationship as a predictor of viewers’ willingness to sponsor virtual streamers Zein, Amirul Fida
Psikoislamika: Jurnal Psikologi Islam Vol 22, No 2 (2025)
Publisher : Fakultas Psikologi Universitas Islam Negeri Maulana Malik Ibrahim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/psikoislamika.v22i2.36290

Abstract

This study examines the growing V-Tuber phenomenon in Indonesia, focusing on the influence of parasocial relationships on viewers’ intentions to donate during livestreams. A quantitative, non-experimental design was employed, using an online questionnaire to gather data from 812 Indonesian adults. The study measured variables using an adapted Experience of Parasocial Interaction Scale and an Intention to Donate Scale. Data were analysed using bivariate correlation and simple linear regression techniques. Findings revealed that parasocial relationships have a significant influence on viewers’ donation intentions. This suggests that V-Tubers who actively build emotional connections with their audiences are more likely to receive financial support. The results provide valuable insights into the monetisation potential of V-Tuber content in Indonesia and highlight the importance of psychological engagement in fostering viewer loyalty and support. Overall, cultivating parasocial bonds may offer a strategic advantage for V-Tubers in expanding their economic sustainability. Keywords: livestream donation; parasocial relationship; V-Tubers. Copyright ©2025. The Authors. Published by Psikoislamika: Jurnal Psikologi dan Psikologi Islam. This is an open access article under the CC BY NO SA. Link: Creative Commons — Attribution-NonCommercial-ShareAlike 4.0 International — CC BY-NC-SA 4.0
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