Enhancing relationship strategies with the live stream influencers

Purpose Live streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer theory. Design/methodology/approach A survey was administered to viewers who watched live streaming sales videos belonging to the top three most popular categories on Facebook and purchased a featured product in the past 6 months. Findings All but one hypothesis were supported. Although psychological contracts significantly increased trust in live streamers and trust in products, trust in products was increased more through trust in live streamers than directly. Originality/value The authors identified prerequisites for psychological contract establishment and developed an integrated empirical model.