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This study ( N = 217) explores the potential for virtual reality to decrease social distance toward outgroup members among women. Raising the salience of individuals’ real physical identity through avatar customization and common ingroup identity manipulations was theorized to influence social distance. Participants who customized an avatar to resemble their real selves showed increased social distance. However, avatar customization also increased user identifiability, which was linked to reduced social distance. Priming a common ingroup identity increased identity salience but did not influence social distance. In examining heterogeneous effects by prior levels of issue involvement, participants with high and moderate involvement with immigration showed increased social distance after customizing an avatar to resemble their real selves, thus implying boomerang effects. The study discusses how avatar customization, identifiability, and common ingroup primes in virtual encounters may influence outgroup attitudes and intergroup relations.

User participation has long been recognized as a cornerstone of thriving online communities. Social live-streaming service (SLSS) communities are built on a subscription-based model and rely on viewers’ participation and financial support. Using the collective effort model and heuristics of social influence, this study examines the influence of streamer and viewer behaviors on viewers’ participation and financial commitment on the SLSS, Twitch.tv. Findings from behavioral data collected over 7 weeks show larger audiences diminish individual participation and financial commitment while moderation may encourage more. Female streamers benefit from increased moderation, earning two to three times more in financial commitment compared to men, who streamed more frequently and for longer durations but attracted much smaller audiences. Viewers’ participation and financial commitment did not differ across streams with more content diversity. Our results demonstrate how group factors influence individual participation and financial commitment in newer subscription-based media.

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