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#Parasocial Interaction: Celebrity Endorsements

Schroath, Kristen
http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442

Abstract Details

2016, PHD, Kent State University, College of Communication and Information / School of Communication Studies.
I studied the relationship between parasocial interaction and social media, specifically Facebook and Twitter. I chose Facebook and Twitter because they are two of the most popular social media platforms. Secondly, I concentrated on how parasocial interaction through Facebook or Twitter influences celebrity endorsements and purchase intent. I reviewed parasocial interaction and celebrity endorsements in the context of the growth in popularity of social media. There were three aspects of parasocial interaction I focused on for the dissertation: frequency, perceived similarities, and attitude and behavior. There were two groups of participants. The first group did not follow their favorite celebrity on Facebook or Twitter. The second group followed their favorite celebrity on Facebook or Twitter. Multiple regression, logistic regression, and t-tests were conducted and the results suggested fans that more frequently used Facebook or Twitter to follow their favorite celebrity did create a parasocial interaction. The study also found support that attitude change towards a product mentioned by celebrities on their Facebook and Twitter would lead to participants to purchase the product. These results contribute to the body of literature by further understanding how social media can impact parasocial interaction. Frequency continues to be a major part of forming a parasocial interaction. Also, attitude change can contribute to fans purchasing products mentioned by celebrities on Facebook and Twitter.
Federico Subervi, PhD (Advisor)
Jeffery Fruit, MA (Committee Member)
David Robins, PhD (Committee Member)
Pamela Grimm, PhD (Committee Member)
97 p.
Communication
Communication

Recommended Citations

Citations

  • Schroath, K. (2016). #Parasocial Interaction: Celebrity Endorsements [Doctoral dissertation, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442

    APA Style (7th edition)

  • Schroath, Kristen. #Parasocial Interaction: Celebrity Endorsements. 2016. Kent State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442.

    MLA Style (8th edition)

  • Schroath, Kristen. "#Parasocial Interaction: Celebrity Endorsements." Doctoral dissertation, Kent State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442

    Chicago Manual of Style (17th edition)

kent1480336010417442
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© 2016, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.