Is the Interaction Real? The Effects of Perceived Spontaneity and Reciprocity on Interaction Authenticity and Viewer Responses in Social Media Livestreaming

Social media livestreaming has become a prominent form of interactive communication, yet limited research has examined the authenticity of interaction itself. Drawing on Lee’s mediated authenticity framework, this study conceptualizes perceived authenticity of interaction and investigates its antecedents, outcomes, and boundary condition. Results from a 2 × 2 online experiment (N = 524) show that perceived spontaneity and perceived reciprocity positively predict perceived authenticity of interaction, which enhances viewers’ enjoyment, focused immersion, and engagement behavior. Moreover, perceived reciprocity weakens the positive effect of perceived spontaneity on perceived authenticity of interaction. These findings extend mediated authenticity research by identifying the formation mechanism and engagement consequences of perceived authenticity of interaction in social media livestreaming. Practically, this study provides actionable insights for designing effective interaction strategies.