Parasocial interactions with virtual streamers and customer citizenship behavior in live streaming social commerce

With virtual (nonhuman) streamers proliferating across live streaming social commerce, it remains unclear how algorithmic rapport can spur shoppers to volunteer unpaid advocacy. Therefore, drawing on survey data from 346 Chinese virtual streaming viewers, this study unpacked how parasocial interactions with digital avatars during virtual streaming relates to customer citizenship behavior in live streaming social commerce through the mediating lens of perceived social benefit. The findings indicated that parasocial interactions with virtual streamers had a positive relationship with customer citizenship behavior, and that this effect was mediated by perceived social benefit. These results provide fresh theoretical insights into nonhuman streamers and actionable levers for platforms and brands seeking low-cost user advocacy.