From Screen to Self : Streamers' Personal Branding and the Development of Young Men

This study explores how the personal branding of popular streamers on live-streaming platforms contributes to the personal development of young men. It focuses on the question of how streamers and content creators shape the identity and aspirations of young male viewers. Using a qualitative approach, the research involved observations of six streamers, followed by interviews with twelve male viewers aged 16 to 24. The data was analyzed through thematic analysis to identify patterns. Four key findings emerged. First, authenticity was identified as a crucial component of streamers’ personal branding. Second, personalized interactions enhanced viewer engagement and financial support. Third, the streamers' personality played a vital role in maintaining viewer loyalty and engagement. Lastly, a sense of community and emotional support was found to be important in areas such as motivation, social values, and financial contributions. The conclusion is that streamers’ personal branding, particularly their focus on a