A Study on The Role Of Social Presence in Media Stickiness During Live Streaming Viewership of E-Sports Among Viewers

Document Type : Original Article

Authors

1 PhD student in sports management, Allameh Tabataba'i University, Tehran, Iran

2 Assistant Professor of Sports Management, Shahid Beheshti University, Tehran, Iran

10.22034/jsmk.2025.67331.1121

Abstract

The present study, focusing on the concept of social presence in electronic sports live stream chatrooms, seeks to identify the mechanisms influencing users’ media stickiness and to explain the relationships among related variables. This research is applied in nature and correlational in design, conducted through a field method. The statistical population consisted of Iranian viewers of electronic sports live streams. Convenience sampling was used, and the sample size was determined through the Cochran formula (n=212). Data collection tools included two standardized translated questionnaires whose validity was assessed through the translation-back translation method and expert review. Reliability was confirmed using Cronbach's alpha (α > 0.70). Data were collected electronically and analyzed using structural equation modeling via PLS software. The findings indicated that emotional support and interactivity had a significant and positive effect on the social presence of Iranian live stream viewers. Furthermore, social presence positively influenced media stickiness. Therefore, policymakers and managers in this field should design strategies to strengthen the sense of community based on the nature of social platforms (commercial, educational, entertainment, or gaming-oriented). Finally, it is necessary to purposefully reinforce the structures of interaction and two-way communication within Iranian social platforms

Keywords