Revisiting parasocial and trans-parasocial concepts in live streaming: a literature review and research agenda

Purpose Live streaming has transformed audience–performer relations by integrating real-time mass broadcasting with varying levels of interactivity. Due to this shift, concepts regarding parasocial and trans-parasocial phenomena have gained prominence in live streaming research, particularly in the information systems (IS) literature. However, existing knowledge in this field remains fragmented, and theoretical debates regarding the applicability of parasocial concepts remain unresolved. Therefore, a systematic literature review is conducted to synthesize existing research, identify key gaps, and suggest future avenues of inquiry. Design/methodology/approach A two-stage literature search is carried out to systematically identify relevant studies for review. The authors analyze and synthesize the identified studies using the established theories, contexts, characteristics, and methodologies (TCCM) framework. The ongoing debate on the applicability of the concepts in question to live streaming is also discussed, and the existing perspectives on this issue are summarized into four key themes. Findings This systematic literature review consolidates the relevant knowledge and identifies gaps. Future research directions are also outlined, emphasizing the need for clearer conceptual boundaries, broader research contexts, explorations of potential variables, and methodological advancements to strengthen the theoretical and empirical foundations of the topic. Originality/value This study synthesizes existing research through a systematic literature review. This allows the clarification of theoretical debates, the identification of key knowledge gaps, and the outlining of a research agenda on parasocial and trans-parasocial phenomena in live streaming. By consolidating fragmented discussions into themes, it addresses theoretical ambiguities regarding the application of parasocial and trans-parasocial phenomena in live streaming.