Understanding the impact of social distance on users’ broadcasting intention on live streaming platforms: A lens of the challenge-hindrance stress perspective

Abstract The present study addresses the popularity of ‘social media influencer’ (SMIs) by examining the effect of users’ perceived social distance from SMIs on their broadcasting intention on social live streaming platforms. Drawing on motivational factors related to social distance and applying Cognitive Transactional Theory as a theoretical lens, our empirical analysis is based on 657 broadcasters on the market-leading social live streaming platforms in China. This study reached the following findings: Users’ social distance from SMIs is positively related to their broadcast intention. Challenge stressors and hindrance stressors have different mediating effects between social distance and broadcast intention. Challenge stressors positively mediate the relationship between social distance and broadcast intention, and hindrance stressors negatively mediate the relationship between these two variables. Users’ material values moderate the relationship between hindrance stressors and broadcast intention. These conclusions extend the understanding of the theoretical motivation behind the booming phenomenon of ‘SMIs’ and can help platform managers to motivate users’ continued participation on these platforms.