RSM Visiting Scholar Jeffrey Hall studies whether chat negativity and the degree to which live chat rule sets encourage active (vs. passive) involvement influence participants’ willingness to react to negative behavior within video game live streams.
The study provides "support for the hypothesis that social identification moderated the relationship between type of negativity and likelihood of response, whereby participants with higher social identification were more likely to respond to clear negativity and less likely to respond to ambiguous negativity."
Read more on SSRN.