Parasocial Research Articles

Pathways to persuasion: The impact of social media influencers’ self-disclosure and follower size on persuasion outcomes

A 2 (influencer type: nano with 5000 followers vs mega with 1.1 million followers) × 2 (influencer self-disclosure: low depth vs high depth) between-subjects online experiment tested the different pathways social media influencers take to achieve persuasion outcomes in one model. Participants viewed an Instagram influencer’s profile page with either 5000 or 1.1 million followers, and a post from the influencer with either low or high depth self-disclosure. Participants then answered questions regarding social attraction, parasocial relationship, perceived expertise, persuasion outcomes, covariates, and demographic information. Results showed three serial pathways facilitate persuasion: two pathways through self-disclosure depth by way of social attraction and parasocial relationship development and another pathway through follower size by way of perceived expertise. This research advances understanding of the influencing process by using theory and empirical precedent to derive and test an integrated model of the influencing process.

Understanding anthropomorphic voice-AI chatbot continuance from a human-AI interaction perspective

ABSTRACT Although anthropomorphic AI technologies nowadays are significantly changing the human-AI interaction, the mechanism of how voice-AI chatbots’ anthropomorphism affects users’ continuance behaviour is unclear. To explore the role of human-AI interaction and privacy concerns in the continuance intention of anthropomorphic voice-AI chatbots, a research model, based on parasocial relationship theory, is developed. The research model was then empirically tested against a cross-sectional survey from 473 voice-AI chatbot users and two-wave longitudinal data collected from 271 voice-AI chatbot users. The Structural Equation Modelling (SEM) results indicate that voice-AI chatbots’ anthropomorphism affects continuance intention via both human-AI interaction fluency and human-AI rapport building. In particular, the impact of voice-AI chatbots’ anthropomorphism on voice-AI chatbots’ continuance intention is fully mediated by human-AI interaction fluency and human-AI rapport building. Moreover, the influence of human-AI interaction fluency on voice-AI chatbots’ continuance intention will decrease and the impact of human-AI rapport building on voice-AI chatbots’ continuance intention will increase when users’ privacy concerns are high. The findings provide new insights into AI chatbot research from a human-AI interaction perspective. Developers of voice AI chatbots could focus on anthropomorphism, interaction and user information collection strategies to increase user continuance intention.

The Effects of Social Cues in Self-Produced Micro Video Lectures on Parasocial Interaction, Motivational Interest, Extraneous Cognitive Load, and Concept Learning Performance: an Empirical Study in a Junior High School

Background and Aim: Videos are popular in the dissemination of knowledge at scale, which can be seen in various video-based platforms and educational disruption. However, inconsistent results were reported in studies. This research is designed to determine the effectiveness of social cues in self-produced micro video lectures on parasocial interaction, motivational interest, extraneous cognitive load, and concept learning performance and the relationship among them. Materials and Methods: Self-produced videos for learning concepts of morality and the rule of law in junior high schools were used as the treatment. Tests were used to determine concept learning performance and Likert scales were utilized to collect information on the other three variables. 248 students from the eighth grade in a public school were involved in the sample. One-way ANOVA was used to analyze differences among groups, and path analysis as well as was adopted to determine the relationship between variables. Results: There was no significant difference among the four groups on each variable. Parasocial interaction has a significant positive impact on motivational interest, motivational interest has a negative significant impact on extraneous cognitive load, and extraneous cognitive load has a negative significant impact on concept learning performance. Conclusion: The effects of the increment of types of social cues can be ignored in 6-minute self-produced video lectures. Students’ parasocial interaction can influence concept learning performance via the mediation of the cognition process and motivational factors. The extraneous cognitive load decreases with the stimulation of the motivational interest.

Unveiling the Impact of Social Media Influencers on Follower’s Attachment

This study explores how social media influencers (SMIs), acting as digital entrepreneurs, shape followers’ parasocial relationships, flow, and attachment. It also examines how the perceived authenticity of SMIs moderates these effects. The research involved 749 participants from India who interacted with or followed SMIs on social media. Using AMOS 26 for data analysis, the findings reveal a strong positive link between source credibility and attachment, especially for non-authenticated SMIs. These influencers build trust and emotional connections through transparent collaborations. The study also highlights the role of parasocial relationships and homophily in driving attachment. As the digital landscape evolves, this research offers key insights into the dynamics of influencer-follower relationships, providing a foundation for future studies on digital entrepreneurship.

Consumers' green product purchase intention considering para-social interaction: An experimental study based on live-streaming e-commerce

Although live-streaming e-commerce plays an important role in promoting green consumption, there are still some obstacles to turning awareness into action. Consumers often weigh personal benefits against social benefits when making green purchasing decisions. Should streamers emphasize personal or social benefits when recommending green products? Which method of expression has better marketing effects? To address these questions, this study explores the impact of the interaction between green product message framing and benefit appeals on consumers' purchase intention and its internal mechanisms through two experiments and explores the moderating role of streamer traits based on para-social interaction theory. The results show that: (1) The interaction effects of green product message framing and benefit appeals impact consumers' green purchase intentions. (2) Green product utility perception and environmental self-responsibility mediate green product purchase intention. (3) Para-social interaction moderates the effects of green product message framing and benefit appeals on purchase intention. This research provides valuable insights for live-streaming e-commerce and related enterprises to optimize green marketing strategies and promote green consumption.

The Role of Influencers in Shaping the Economic Decisions of Consumers Using the Logistic Regression Approach—Does the Generation Factor Matter?

This article explores the role of social media marketing in shaping economic decisions among consumers. This study aims to examine the characteristics influencing consumer intentions, with a strong emphasis on the role of influencers. In order to conduct this study, a logistic regression was employed. The sample reveals that individuals who view influencers as credible sources of information and experience, those who exhibit homophily with influencers, those who perceive the influencers’ content as high-quality, and those who develop strong parasocial relationships with influencers show higher consumption intentions. In contrast, older individuals tend to have lower consumption intentions. These consumption intention characteristics vary across genders and generations. The study concludes with recommendations targeting all relevant stakeholders, influencers, businesses, policy makers, and consumers.

Examining influencer marketing: the roles of para-social relationships, unpaid collaborations, and trustworthiness in shaping consumer buying behavior

Examining influencer marketing: the roles of para-social relationships, unpaid collaborations, and trustworthiness in shaping consumer buying behavior

Marketing or health promotion? A citizen science study of social media influencers’ health content

Abstract Background Social media influencers (SMI) became the dominant source of health information among adolescents, exerting influence through appealing content and para-social relationships. Personalized social media feeds of adolescents paired with latent platform algorithms result in myriads of individual information environments, which remain closed to researchers. Citizen science offers a solution to peek inside this black box and identify: What health content is disseminated by social media influencers and consumed by adolescents? Methods The citizen science study adopted a contributive approach, where adolescents collected and categorized SMI profiles and posts from their own feeds with a pre-tested survey tool which was available on Google Tabs. Data collection was conducted on Instagram, TikTok, and YouTube between April and May 2023 and subsequently analyzed by the research team. Results The study involved 19 school classes, containing 326 students, aged 12 to 19 years. They documented 255 SMI profiles and 2147 posts, primarily on Instagram and TikTok. Key topics included fitness, beauty ideals, and nutrition, while mental and sexual health received less attention. Although 41.5% of the posts contained advertising, the citizen scientists classified 63.5% as health-promoting. Topics relating to dietary supplements (84.1%), addictive substances (55.6%), nutrition (53.8%) and sport (47.2%) were particularly ad-heavy. Despite mental and sexual health having the lowest advertising rates at 35.4% and 37.7% respectively, this still accounts for over one third of the documented posts. Conclusions SMI present a distorted image of health that emphasizes nutrition, fitness and beauty ideals, while topics such as mental and sexual health are neglected. The positive reception of posts containing ads indicates a lack of critical reflection. Policies for advertising practices and balanced health education, including media literacy, are necessary to address these trends. Key messages • Social media influencers propagate a distorted health image, defined by nutrition, fitness, and beauty ideals. • Adolescents lack the necessary skills to critically reflect on ad littered social media influencer health content.

From recorded to AI‐generated instructional videos: A comparison of learning performance and experience

AbstractGenerative AI (GAI) and AI‐generated content (AIGC) have been increasingly involved in our work and daily life, providing a new learning experience for students. This study examines whether AI‐generated instructional videos (AIIV) can facilitate learning as effectively as traditional recorded videos (RV). We propose an instructional video generation pipeline that includes customized GPT (Generative Pre‐trained Transformer), text‐to‐speech and lip synthesis techniques to generate videos from slides and a clip or a photo of a human instructor. Seventy‐six students were randomly assigned to learn English words using either AIIV or RV, with performance assessed by retention, transfer and subjective measures from cognitive, emotional, motivational and social perspectives. The findings indicate that the AIIV group performed as well as the RV group in facilitating learning, with AIIV showing higher retention but no significant differences in transfer. RV was found to offer a stronger sense of social presence. Although other subjective measures were similar between the two groups, AIIV was perceived as slightly less favourable. However, the AIIV was still found to be moderately to highly attractive, addressing concerns related to the uncanny valley effect. This research demonstrates that AIGC can be an effective tool for learning, offering valuable implications for the use of GAI in educational settings. Practitioner notesWhat is already known about this topic Instructional videos, especially those featuring a teacher's presence, have been widely used in second language learning to facilitate learning. Producing instructional videos is costly and burdensome. Generative AI has great potential for generating educational content. What this paper adds An AI‐generated instructional video (including generated lecture text, voice and appearance) demonstrated greater improvement in students' retention performance in English word learning than a traditional recorded video. Students perceived no significant differences between the AI‐generated instructional video and recorded video in satisfaction, motivation, trust, cognitive load, emotions and parasocial interaction dimensions, although the AI‐generated instructional video group reported slightly lower values. Despite AI‐generated instructional video eliciting a significantly lower value of social presence than recorded video, it led to a reduction in cognitive load and better performance. Implications for practice and/or policy We recommend using the AI‐generated instructional video in both physical and online classes for its positive effects on both learning achievement and learning experience. The findings indicate the equivalence principle in AI‐generated content, highlighting that the appearance, voice and lecture text generated by current AI technology have reached a certain level of quality.

Dimensional Interaction, Intimacy Building: Roles of Perceived Intimacy and Parasocial Effects on Fans Relations with Virtual Idols

Abstract: The appearance of virtual idols has introduced discussions about the connection with fans, even though their idols are always disembodied and fictitious. To some degree, the theory of parasocial interaction can have academic value in the virtual characters, extending beyond the impact on the real stars and fans. This study emphasizes particularly on exploring the role of intimacy in the parasocial relationship, which contains the perspective of fan psychology and youth subculture. By exerting structured interview, the survey collects records from 7 college students who are fans of popular virtual idols including A-SOUL, Luxiem, LASER, etc. The results provide insights into how fans perceive the presence of intimacy and what factors influence the levels of intimacy based on the behaviors of online media usage. Compared with the real idols and life, there are some findings showcasing characteristics of virtual idol-fan intimacy when fans have developed the parasocial interaction.

How loneliness leads to the conversational AI usage intention: the roles of anthropomorphic interface, para-social interaction

How loneliness leads to the conversational AI usage intention: the roles of anthropomorphic interface, para-social interaction

Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults

Purpose With the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising endorsements of celebrities and online influencers within the framework of parasocial relations and multiculturalism. Design/methodology/approach This study engaged 42 Malaysian young adults aged 18–24 in semistructured interviews. They were asked to share a television commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility and endorsement effects. Findings Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers. Research limitations/implications This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and social media influencer endorsement. Practical implications Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heroes can serve as nation-building agents through celebrity endorsement in advertising. Originality/value Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.

Parasocial parenting, adoption, and monetization of the “internet parent” with the Griswolds on TikTok

This study investigates parasocial relationships between adolescents and a genre of TikTok microcelebrities who construct themselves as “Internet Parents.” We analyze Alex and Melinda Griswold's construction of themselves as the “mom and dad of TikTok” through their videos, comment sections, and off-platform interactive content. We ask how the Griswolds construct parasocial intimacy through modes of familial address, how viewers make sense of parasocial intimacy, and how the Griswolds monetize familial parasocial intimacy. Findings reveal how the Griswolds construct parasocial intimacy with their audience through the use of adoption rhetoric and engaging narrative structures, which viewers identify with by expressing their desire for a parent–child relationship with the Griswolds as their adopted children. However, these moments of parasocial intimacies become transformed through influencer economies that commodify social relationships. Ultimately, we consider the ethical obligations of the Griswolds to their target audience of adopted children .

What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

Instagram as a social media platform has gained prominence as the medium of influencer marketing practices targeting consumers of beauty products, yet little is known about source characteristics affecting Instagram opinion leadership resulting in consumers’ purchasing behavior. Thus, this work examines effects of Instagram influencers’ attributes (credibility, attractiveness, innovativeness, and sense of humor) on their perceived opinion leadership and its subsequent impacts on consumers’ behavioral intentions. The research also analyzes complementary moderating effects of parasocial relationship and social identity reinforcing behavioral implications of social media opinion leadership. Empirical results from 202 Instagram followers reveal that credibility, innovativeness, and sense of humor exert positive influence on perceived opinion leadership which subsequently enhances levels of positive word-of-mouth, purchase, and loyalty intentions. Besides, social identity strengthens positive impacts of opinion leadership on consumers’ word-of-mouth and purchase intentions. Thus, the findings not only contribute to the theory of opinion leadership, but have beneficial implications enabling beauty brands to develop effectual social media marketing communication strategies.

Mr. Tumbles’ Maya and the Multiplicity of Personas: Leveraging Illusion and Reality in Educational Game Design for SEN Language Learners

Educational research for Special Educational Needs (SEN) students has increasingly recognised the necessity for tailored approaches that accommodate diverse learning needs. Despite advancements, there remains a significant gap in the development of digital interventions, particularly video games, that cater to the language acquisition and communicative needs of SEN learners. This study explores how psychological paradigms from the popular children's television show ‘Mr. Tumble’ (made specifically for children with special educational needs) can inform the creation of language learning video games. By analysing the use of ‘Makaton’ a multimodal communication tool that combines signs, symbols, and speech the study highlights the potential of integrating similar techniques into game design to enhance accessibility and engagement for SEN learners. The philosophical understanding of Maya, which emphasises the illusory nature of multiplicity, serves as a theoretical framework to understand how a single character can embody multiple roles within a game, providing a consistent yet diverse learning experience. This approach not only aids in language comprehension but also fosters emotional and social development through relatable Non-Player Characters (NPCs) designed to interact meaningfully with learners. The study posits that incorporating these elements can create immersive, emotionally resonant educational experiences and the development of parasocial relationship between the learner and the digital intervention, that better meet the needs of SEN students, ultimately leading to more inclusive and effective language learning environments. Children simultaneously navigate multiple roles and perspectives, each reflecting a different aspect of reality in make-believe play. The critical importance of integrating this cognitive theoretical framework similar to that into the design of NPCs in educational video games is highlighted in this research. The paper argues that the paradigms of ‘multiplicity of mirrors’, when effectively incorporated into NPC design, can reflect different aspects of language, culture, and social interaction, offering learners a more immersive and multifaceted learning experience.

The Influence of Motivation to Watch YouTube Unboxing & Makeup Haul and The Mediating Role of Parasocial Interaction on Purchase Intention of Cosmetic Products in Women

The objective of this study is to examine the underlying motivations of YouTube users who watch unboxing and makeup haul videos on Tasya Farasya's YouTube channel. Additionally, the study aims to investigate the influence of these motivations on the intention to purchase cosmetic products, with the role of parasocial interaction as a mediator. This study employs the Uses and Gratifications theory as its principal theoretical framework. The research method employed is that of explanatory quantitative analysis, with data obtained from 271 respondents through a Google Form online survey. The data analysis techniques employed included descriptive analysis, exploratory factor analysis, path analysis, and the Sobel test. The findings revealed that the primary motivation for viewing unboxing and makeup haul videos by Tasya Farasya was to seek information. Furthermore, the findings of this study suggest that the role of parasocial interaction serves as a mediator between viewing motivation and purchase intention with regard to cosmetic products among women. The findings of this study indicate that parasocial interaction plays a mediating role in the relationship between viewing motivation and purchase intention with regard to cosmetic products among women. However, the generalisation of the results of this study is limited to the context of Tasya Farasya's YouTube unboxing videos, which are dominated by representations of Generation Z. It would be beneficial for future research to use a larger and more diverse sample in order to gain a more comprehensive understanding of the population and the diversity of responses and perceptions from various audience groups.

The Impact of Influence Marketing on Gen Z Consumer Behaviour

This paper explores the impact of influencer marketing on Gen Z consumer behaviour, focusing on key challenges such as authenticity, cultural sensitivity, and the promotion of sustainable practices. It highlights how influencers shape purchasing decisions, mental health awareness, and social values, while also discussing the risks of parasocial relationships and FOMO-driven marketing. The paper emphasises the need for brands to foster genuine, long-term partnerships with influencers and align campaigns with Gen Z’s values of transparency and ethical consumption. Ultimately, it concludes that successful influencer marketing requires adaptability and responsible messaging to build trust and loyalty with this discerning demographic.

Y/N and OOMFs: Development, Maintenance, and Consequences of Parasocial Relationships on Stan Twitter

The study examines Stan Twitter users’ sense of belonging and their likelihood of creating PSRs as a substitute for real-life connections lost due to the COVID-19 pandemic. A convergent mixed-method design: specifically, the parallel databases variant was used to test the hypothesis and explore research questions. Conducted in January 2022, the study involved online interviews via Zoom with participants from the Philippines. Participants included Stan Twitter users (N = 126) and non-Stan Twitter users (N = 111), all at least 18 years old. Additionally, qualitative interviews were conducted with Stan Twitter users (N = 12) to explore PSRs in depth. Quantitative results (t = 0.548; p = 0.584) indicate no significant difference in the need to belong between the samples; Pandemic (i.e., period) and generational (i.e., Gen Z) effects are seen as contributors. Qualitative results show that PSRs develop due to fulfillment of belongingness needs and other factors, are maintained through parasocial interactions and fandom activities, and have both negative and positive implications for stans’ relationships, fandom behavior, personal growth, and well-being. The findings suggest reinforcing cybersecurity measures and potentially redefining PSRs due to their perceived reciprocation.

Public responses and parasocial relationships following senator John Fetterman's depression disclosure.

Research has found that when a public figure discloses an illness, it can motivate members of the public to reconsider their own health behaviors, particularly when they have a parasocial relationship with the public figure. When the public figure is a politician, it is possible that partisan differences may also influence emotional, attentional, and behavioral responses to health news. We empirically examined public responses to Democrat John Fetterman's disclosure of his treatment for depression shortly after he was inducted into the United States Senate as the junior senator from Pennsylvania in 2023. Using a survey of adult Pennsylvania residents who identified as eligible voters in April 2023, we found that 204 respondents were aware of the news of Fetterman's diagnosis of and treatment for depression. Our data revealed that differences in demographics and parasocial relationships-both positive and negative-with Fetterman predicted different patterns of emotional responses to the news. In addition, age, anger, a negative parasocial relationship, and a positive parasocial relationship were associated with additional outcomes, including attention to news about the disclosure and depression-related information seeking. Mental health advocates could use politicians' depression disclosures to provide information at a time when people are paying more attention to the condition; however, they may need to find other public figures to counteract negative responses to partisan officials. Policymakers could also consider funding mental health campaigns, which could be launched alongside public figure disclosures.

The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

PurposeThe study aims to investigate how artificial intelligence (AI)-powered virtual streamers can supercharge brands in live-streaming virtual commerce (v-commerce). Built upon social identity theory (SIT) and experiential value theory, we developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value.Design/methodology/approachA survey was designed and distributed to the target respondents via social media channels. SmartPLS version 4.0.9.4 was used to analyze a total of 354 responses after the data were obtained via purposive sampling.FindingsThe results show that personalization, human-like personality, system quality and content quality are positively associated with parasocial interaction and experiential value, which subsequently impact brand image.Originality/valueThis study addresses the gap of relatively sparse academic literature on the implications of AI-powered virtual streamers in live-streaming v-commerce on brand image.