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  1. Broadcasters’ Leadership Traits and Audiences’ Loyalty With the Moderating Role of Self-Construal: An Exploratory Study.Yidan Huang, Yi Hsuan Lee, Gin Chang, Jun Ma & Guanyin Wang - 2021 - Frontiers in Psychology 12.
    Although considerable attention has been paid to the application of leadership in virtual communities, the field of live streaming has not been involved. This exploratory study aimed to explore how different broadcaster leadership traits influence audiences’ loyalty. And audience self-construal was chosen as a key moderator. The top 15 broadcasters from the regional rankings were selected from each of the two popular live streaming platforms, Douyu and YouTube, for the study. And we used snowball sampling with a link to an (...)
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