The mediating role of parasocial relationships in the effect of live streaming platform viewing frequency on loneliness and psychological well-being

The primary aim of this study is to examine the mediating role of parasocial relationships in the effect of the frequency of watching live streaming platforms on loneliness and psychological well-being. Additionally, the study explores the relationships among the variables and compares scale scores based on gender. Furthermore, it is hypothesized that viewing frequency, parasocial relationships, and loneliness may mediate the impact of motivations for watching live streaming platforms on psychological well-being. In line with this, a new hypothesis was introduced into the study and the proposed model was tested. The sample of the study consists of 326 participants, including 165 females and 161 males. The data were collected using a demographic information form, the Twitch Viewer Motivation Scale (TVMS), the Parasocial Interaction Scale (PSI), the Social and Emotional Loneliness Scale for Adults (SELSA-S), and the Psychological Well-Being Scale (PWBS). The results revealed that parasocial relationships partially mediated the effect of viewing frequency on loneliness and psychological well-being. Moreover, it was found that motivations for watching live streaming platforms had a significant indirect effect on psychological well-being through viewing frequency and loneliness, while parasocial relationships did not mediate this relationship. The findings of this study highlight the importance of further research on loneliness, particularly to understand the reasons behind excessive engagement with live streaming platforms, to take preventive measures, and to improve negative psychological well-being.