When employees become streamers: the mediating power of friendship and self-congruity

Purpose The purpose of this study is to investigate the effects of employee live streamers on consumers' purchase behaviors and brand image, as well as to understand the mediating roles of friendship and self-congruity. Design/methodology/approach A framework was proposed to explain the influence of employee live streamers' qualities on consumers' behaviors and brand image through the mediators of friendship and self-congruity. Primary data was collected from 225 valid survey responses in China, and the PLS-SEM analysis was employed to test the statistical significance of the hypothesized relationships. Findings The study found that four qualities of employee live streamers – trustworthiness, attractiveness, responsiveness and expertise – had significant effects on consumers' purchase behaviors and brand image through the mediators of self-congruity and friendship. Originality/value This research provides valuable insights into the varying roles of employee live streamers in consumers' decision-making and brand image formation. It offers a theoretical basis for scholars to understand the factors of PSI (parasocial interaction) between consumers and an employee streamer, contributing to the growing body of literature on live streaming and consumer behavior.