I am supported: the influence of social network on customers in game live streaming

Purpose Game live streaming (GLS) has garnered significant attention among individual service providers (streamers). Although theoretical advancements have explored its role in providing entertainment and interactivity for customers, it remains unclear how an established GLS community influences customers’ service experiences. Drawing on social network theory, this study aims to examine how social dynamics within GLS communities shape customers’ perceived emotional support and service evaluations, including electronic word-of-mouth and actual virtual gifting behaviors. Design/methodology/approach Three field studies and four scenario-based online experiments with manipulations were conducted in collaboration with six GLS streamers on Twitch. To test the proposed hypotheses, ordinary least squares regression, binary logit regression, univariate analysis, analysis of variance and PROCESS analysis were used. Findings First, stronger social identity within the GLS community enhances perceived emotional support, which, in turn, leads to more favorable service evaluations. Second, customer−streamer rapport strengthens the effect of social identity on customers’ perceived emotional support, thereby exerting a sequential influence on service evaluations. However, customer−customer rapport does not significantly moderate this effect. Finally, online altruism further amplifies the impact of social identity on perceived emotional support, which subsequently enhances service evaluations. Originality/value Prior research has predominantly examined the effects of entertainment and interactivity in GLS on customers. This study contributes to the GLS literature by exploring how GLS social networks influence customer experiences. Specifically, it investigates how individual service providers can extend their offerings beyond entertainment to shape social and emotional experiences, thereby enhancing customer service evaluations.