Parasocial Research Articles

Exploring the role of learning goal orientation, instructor reputation, parasocial interaction, and tutor intervention in university students' MOOC retention: A TAM-TRA based examination.

While MOOC platforms allow universities to implement various strategies such as brand promotion and student recruitment, the alarmingly low retention rate suggests a need to explore the critical factors that influence students' course retention. So far, studies on MOOC platforms focus either on the students' individual factors (i.e., students' personal factors such as perceived value) or situational factors (i.e., external influences shaping students' behavior, such as system quality) for students' learning, thus lacking a complete view of those determinant factors. This study integrates the TAM model with the TRA model to analyze the roles of three important antecedents (learning goal orientation; LGO, instructor reputation; IR, & parasocial interaction; PI) on university students' perceived value (PU) and learning attitude (LA), two critical predictors of MOOC retention (CR). Using data from an online survey of 449 Chinese university students, the hypothesis model was tested using PLS. We found that LGO, IR, and PI each positively affect PU; LGO, IR, and PI each positively affect LA; PU and LA each positively influence course retention (CR), with each impact enhanced by tutor intervention (TI). The theoretical and practical implications of such findings are presented.

Supplemental Material for Qualitative and Quantitative Investigations of Office Fans’ Connections With Fictional and Celebrity Couples: Identification, Parasocial Relationships, and Beyond

Supplemental Material for Qualitative and Quantitative Investigations of Office Fans’ Connections With Fictional and Celebrity Couples: Identification, Parasocial Relationships, and Beyond

Research trends on parasocial interactions and relationships with media characters. A review of 281 English and German-language studies from 2016 to 2020.

Parasocial phenomena are among the most popular and best-researched topics in media reception and effects research. The research can now look back on a history of over 65 years and has experienced another significant boom in recent years. Between 2016 and 2020, more studies were published than in the entire previous 60 years. This descriptive review builds directly on the seminal review by Liebers and Schramm for the years 1956 to 2015 and is based on 281 English-and German-language studies published from 2016 to 2020. The following three research questions guided the review: How are the studies from 2016 to 2020 positioned in terms of the media contexts examined, the parasocial phenomena investigated, the methods and measurements used and the samples? (RQ1) What has changed in the studies from 2016 to 2020 compared to the studies from 1956 to 2015 in terms of the media contexts investigated, the parasocial phenomena studied, the methods and measurements used and the samples? (RQ2) What substantive perspectives and key insights can be gained from the studies conducted between 2016 and 2020 and what gaps in research can still be observed? (RQ3). The results show, for instance, that the largest proportion of studies from 2016 to 2020 focused on the area of social and new media, on non-fictional characters and amicable forms of parasocial relationships, using surveys and existing measurement instruments or adapted versions of them (RQ1). Compared to the studies from 1956 to 2015, parasocial phenomena are increasingly being researched experimentally, as mediating and moderating factors and using established scales, with a slight increase in the proportion of studies specifically investigating parasocial relationships or relationship breakups (RQ2). The research focus has evolved from film and television to social media and cross-media settings. Most empirical studies of parasocial phenomena still rely on young and predominantly female samples (RQ2). The neglect of negatively valenced parasocial phenomena, comparative cultural perspectives, comparative media perspectives, long-term effects and less educated and older people as samples can still be identified as major research gaps (RQ3) and opens up numerous opportunities for future research.

Decoding Digital Persuasion: A Multi-Dimensional Analysis of Social Media Influencers' Impact on Consumer Purchase Intentions in the Beauty Industry

This study investigates the complex dynamics of beauty influencer marketing and its impact on consumer purchase intentions. Employing a mixed-methods approach, we integrate Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine the relationships between perceived influencer credibility, content quality, parasocial interaction, perceived authenticity, brand trust, and attitude towards the product. Data collected from 412 consumers were analyzed using SmartPLS4. The results reveal significant direct and indirect effects of influencer characteristics and content factors on purchase intentions, mediated by brand trust and attitude towards the product. Notably, product-influencer fit emerges as a significant moderator, enhancing the impact of influencer credibility on purchase intentions. The fsQCA results complement these findings by identifying multiple configurations leading to high purchase intentions, highlighting the equifinality in influencer marketing effectiveness. This research contributes to the literature by providing a comprehensive model of influencer marketing effectiveness, demonstrating the interplay between various factors, and revealing multiple pathways to success. The findings offer valuable insights for marketers in developing effective influencer marketing strategies, emphasizing the importance of influencer selection, content quality, and fostering authentic connections with audiences.

Working (out) with fitness influencers - benefits for the fitness influencer, user health, and the endorsed brand: Key factors and the role of gender and brand familiarity.

Fitness influencers have become important digital health communicators with regard to influencing consumer health behaviours, such as physical activity. We investigate how working (out) with these new communicators can generate benefits for the fitness influencer, user health, and endorsed brands. Based on the source credibility, social identity theory, and gender congruity research, this paper aims to identify the main factors that affect users' attitudes toward the fitness influencer (influencer benefit), users' exercise intentions (user health benefit) and their purchase intentions (brand benefit), considering user and influencer gender. Two studies were conducted, both with male and female influencers and users. In study 1 (n = 496), the fitness influencer endorsed an unfamiliar brand, and in study 2 (n = 529) a familiar brand was endorsed. To test the proposed models and to estimate the path coefficients, structural equation modelling was performed. Key influencing factors were identified in the two studies: For attitude toward the influencer, source credibility is the most important; for exercise intention, parasocial interaction and attitude toward the behaviour are crucial; and purchase intention is largely predicted by the brand attitude. The studies revealed gender-congruent and non-congruent tendencies for female and male respondents, and different effects of unfamiliar and familiar brands. Working (out) with fitness influencers can improve user attitudes toward the influencer, increase users' exercise intentions, and increase brand purchase intentions, for both unfamiliar and familiar brands. Some gender congruity and some gender incongruity effects exist. The paper discusses important implications for theory and practice.

The influence of social impact and community attribute toward tourist trust formation on social commerce in the aftermath of the COVID-19 pandemic: A case study of a tourist village in Indonesia

Purpose – This research proposed a theoretical framework based on social impact, and community attributes theories to identify factors that influence the formation of trust among tourists towards Social Commerce (SC) utilized by a tourist village in Indonesia, particularly in the aftermath of COVID-19. In detail, this study focused on tourist village marketing through SC which emphasizes trust formation on destination readiness to welcome visitors, leading to the intention to revisit the village in the aftermath of the COVID-19 pandemic. Methodology/Design/Approach – 258 responses were obtained from Indonesian SC users interested in visiting tourist villages in Indonesia to evaluate the proposed model. The collected data were processed using confirmatory factor analysis followed by the Structural Equation Modeling (SEM) technique to analyze the direct, indirect and moderating effects of trust predictors. Findings – The results showed that endorsement by other members had the most significant positive effect on trust, followed by Quality-assured shared information and Online Bridging. In contrast to the proposed hypothesis, responsiveness had a negative impact. Although parasocial interaction and followers’ comments were rejected, the indirect effect suggests that both factors influence trust through quality-assured shared information as a mediator. Overall, the result suggests that the quality of interaction and information in SC can reduce users’ concern about the consequences of COVID-19 in a destination and thus increase users’ trust in the willingness of places to host tourists. Originality of the research – This study provides a comprehensive approach that incorporates social and community aspects that influence tourists’ trust in Social Commerce marketing of tourist destinations after the COVID-19 pandemic. As this approach has not been studied in depth before, this study contributes to filling this gap, followed by a comprehensive analysis that includes direct, indirect and moderating effects.

Postexposure engagement with more and less eudaimonic films: 10-year patterns of response and the role of parasocial relationship and retrospective imaginative involvement.

Postexposure engagement with more and less eudaimonic films: 10-year patterns of response and the role of parasocial relationship and retrospective imaginative involvement.

The digitalization of social influence practices in Morocco and its effect on attitudinal change and purchase behavioral intention

The phenomenon of digital influencers considered as electronic opinion leaders is proving to be a relevant practice adapted to the current context of digital transformation. The aim of this research work is to shed light on the various theories mobilized to study the effect of social influence via digital channels on the attitudinal change and purchasing behavioral intention of Moroccan consumers, in order to clarify the role of the digital influencer by focusing on the issues of credibility, authenticity and homophily of this social connector, and by showing the contribution of the quality of the content disseminated in the involvement and commitment of the virtual community following the para-social interaction established via social networks. The original aspect of this research lies in the interdisciplinary specificity of two distinct but complementary approaches combining the theories of social psychology and those of consumer behavior through a research methodology based on descriptive methods supported by documentary analysis techniques

Unifying parasocial interaction with social media influencers: a systematic literature review

Unifying parasocial interaction with social media influencers: a systematic literature review

INFLUENCER MARKETING ON SOCIAL MEDIA: EXPLORING THE ROLE OF SOURCE CREDIBILITY IN GENERATING PARA SOCIAL RELATIONSHIPS AND PRODUCT INTEREST

The purpose of this research is to examine the relation of influencer credibility with product interest through the mediation of para-social relationships. Influencer credibility was measured through the constructs of expertise, attractiveness, trustworthiness, and similarity. By making a conceptual framework and then evaluating it, this research tries to fill the theoretical gaps about the study variables in a digital influencing context. A questionnaire was developed based on items from available literature about the study variables. The target respondents of the study were social media users from Pakistan who are also users of various brands. The data analysis was conducted using the Process “Macro by Hayes” model 4 in SPSS. Key findings show that the credibility of a source is important for building parasocial relationships and product interest. All the hypotheses were supported showing the immense importance of influences in brand Marketing in the current era. The underpinning theory of this study is the source credibility theory which is supported by our findings. The study also opens new avenues for future research including the application of the model in e-commerce and business-to-business sectors of the industry. The results of this research will also help brand managers and digital marketers design their promotional campaigns through the endorsement of online influencers.

Dziwny obłęd umysłowy małej entuzjastki. Korespondencja Marii von Herbert z Immanuelem Kantem jako fan mail

The paper discusses the letter exchange between Maria von Herbert and Immanuel Kant as an early example of fan mail. While the past research on Herbert described her as a sharp but underappreciated philosopher, in this paper she is treated primarily as a fangirl. The article discusses her correspondence with Kant (and Kant’s correspondence about her exchanged with others), her use of religious language as best means of conveying her fascination with an inaccessible celebrity, the parasocial interaction of these two, and the manner in which a hysterical discourse has been imposed on the young woman, not unlike the fate of contemporary fangirls.

Analysis of Factors Affecting Followers Purchase Intention on Instagram Social Media

The primary objective of this research is to examine the influence of influencer characteristics on the purchase intentions of their followers on the Instagram social media platform. This study employs a research model predicated on the previous work, encompassing the following variables: homophily, physical attractiveness, social attractiveness, trust, expertise, parasocial relationships, and purchase intentions. A purposive sampling approach was utilized in this study, comprising 225 respondents who were interviewed. Data collection was conducted through an online questionnaire distributed via Google Form on social media. The respondents included Instagram social media users aged 17 or older who follow and have encountered reviews from fashion influencers. Data analysis was performed using the Structural Equation Modelling (SEM) technique, specifically the Partial Least Square (PLS) method. The findings of this research reveal that the homophily attitude variable exerts a positive influence on trust, expertise, and parasocial relationships. Similarly, the physical attractiveness variable demonstrates a positive impact on trust, expertise, and parasocial relationships. Additionally, the social attractiveness variable exhibits a positive impact on trust, expertise, and parasocial relationships. Furthermore, the variables of trust, expertise, and parasocial relationships are positively associated with purchase intentions.

How Does Credibility Matter? Proposing and Validating a Framework for the Credibility of Live Streamers in the Gaming Industry

This study aims to assess gaming live streamers’ credibility and its effect on their customers’ attitudes and behaviors, with a focus on understanding the underlying mechanisms and dynamics involved in this relationship. To accomplish this objective, a theoretical framework was developed and validated. Drawing upon source credibility theory, the research examined a sample of 406 gaming livestreaming customers from China and Portugal. The PLS-SEM results indicate that live streamers’ credibility positively affects customers’ attitudes and behaviors (e.g. loyalty, positive brand attitude, and purchase intention) by mediating the parasocial relationship, wishful identification, and emotional attachment. The findings from this study provide valuable insights that can be used to improve gaming businesses and foster positive attitudes and behaviors among livestreaming customers.

The Mediating Role of Parasocial Interaction in the Relationship Between Loneliness and Netflix Binge-Watching Tendencies: A Case Study of Malaysian University Students During the COVID-19 Pandemic

Streaming services such as Netflix are already penetrating the mainstream market in Malaysia. Netflix offers a wide range of binge-worthy content to young adults, such as K-dramas, anime, thrillers, rom-coms, sitcoms, or reality television shows. As a newer form of media engagement, media researchers are just beginning to understand the meaning of binge-watching, and how motivation to binge-watch (MBW) predicts binge-watching tendencies (BWT). Research on parasocial relationships formed with Netflix characters and how they influence BWT is also relatively scarce. Thus, we seek to identify predictors of BWT from the uses and gratification (U&G) perspective. We predict that parasocial interaction (PSI) will mediate the relationship between loneliness and binge-watching tendencies (BWT). Six hypotheses were tested using zero-order correlations and PROCESS Macro Hayes. A cross-sectional online survey was constructed using Google Forms, and distributed among university students in Malaysia during the COVID-19 pandemic (N = 284). Data was collected from October to December 2021. Four hypotheses were supported; results indicate that PSI, stress relief, and enjoyment predicted BWT. PSI also mediated the relationship between loneliness and BWT. Thus, parasocial relationships formed with Netflix characters prompted lonelier individuals to binge-watch more. The repercussions of these findings on U&G, PSI, and binge-watching literature will be discussed. Keywords: Binge-watching tendencies, loneliness, motivation to binge-watch, parasocial interaction, uses and gratification.

Daily vlog-induced tourism: impact of enduring involvement on travel intention

ObjetivoLos “vlogs” diarios son un nuevo tipo de turismo cinematográfico poco explorado en la bibliografía. Este estudio pretende explorar los elementos clave de los vlogs diarios que desencadenan la intención de viaje de los seguidores en el marco de la implicación duradera. El estudio destacará el papel inspirador de afecto de las relaciones para-sociales (RPS), ampliando el alcance de la investigación sobre el turismo cinematográfico.Diseño/metodología/enfoqueEn el Estudio 1, el objetivo era investigar los componentes esenciales de la implicación duradera en escenarios de vida en destino. Para ello se analizaron datos cualitativos, incluidos datos de entrevistas realizadas a 15 participantes y más de 20.000 palabras extraídas de blogs, “barrages” (un sistema de comentarios interactivos actualizados al instante) y comentarios. Además, el Estudio 2 utilizó 376 cuestionarios para poner a prueba el modelo estructural propuesto.ResultadosDentro del turismo cotidiano inducido por los “vlogs”, la RSP asume un papel fundamental como catalizador para evocar emociones. Este fenómeno se entrelaza con la implicación duradera y tiene un impacto directo en la determinación de la intención de viaje. En el marco contextual de la implicación duradera convergen sinérgicamente elementos como la autodivulgación de la vida en el destino (AD), la resonancia situacional y la pertenencia afectiva. Estos elementos apuntalan colectivamente el proceso a través del cual los seguidores aprovechan el PSR como fuerza motriz para alimentar las intenciones de viaje en el ámbito del turismo cotidiano inducido por los “vlogs”.Originalidad/valorEste estudio propone el concepto de turismo diario inducido por “vlogs” y hace hincapié en el papel inspirador de emociones del PSR, para ampliar la investigación sobre el turismo cinematográfico e incluir los “vlogs” diarios. A continuación, el estudio explora los factores que influyen en el turismo diario inducido por “vlogs” bajo el marco de la implicación duradera, proporcionando una nueva comprensión de la implicación duradera en el turismo diario inducido por “vlogs”.

From screen to cart: how influencers drive impulsive buying in livestreaming commerce?

PurposeThe recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce.Design/methodology/approachA survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA).FindingsThe results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying.Originality/valueThese findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.

Virtual presence, real connections: Exploring the role of parasocial relationships in virtual idol fan community participation

The reconstruction of idol worship culture is evident with the rise of virtual personas, especially within the realm of AI-powered entities. It is important to consider cultural specificities, particularly in regions like China, where unique fan culture practices intersect with the proliferation of AI technology. Virtual idols, born from digital media technologies, authentically emulate real idols in performances and human interactions. While existing research primarily focuses on real-life idols in the interaction between celebrities and fans, limited attention has been given to understanding why fans gravitate toward virtual idols. Adopting the perspective of parasocial relationships (PSRs) and employing the survey method, this study explores the factors that drive fan community participation in virtual idol fandom within the context of Chinese society. The findings reveal that both interpersonal attractiveness and feelings of loneliness significantly influence the development of parasocial relationships between virtual idols and fans, and these PSRs positively impact fan community participation. Furthermore, this study elucidates that both the perceived interpersonal attractiveness of virtual idols and the loneliness experienced by fans directly contribute to increased fan community participation through the mediating effect of PSRs. This investigation scrutinizes the pivotal factors sustaining the relationship between virtual idols and fans, particularly in an era where AI-powered entities increasingly mirror human-like qualities and adeptly engage with audiences. This study highlights the characteristics of Chinese subculture and provides evidence for the “de-stigmatization” of subcultures in the era of AI, which contributes to a broader discourse on the impact of AI on diverse cultural practices. It underscores the necessity for global and contextual approaches in comprehending the evolving dynamics between virtual idols and their fan communities, enriching our understanding of AI’s influence on cultural phenomena.

VTubers and pandemic in China

Considering the current landscape of cultural product consumption through digital platforms, this study aimed to understand the exponential growth process of the VTuber segment in China, amidst the challenges posed by the COVID-19 pandemic. This research revealed the complexity involved in this development due to the intersection of factors unique to China, stemming from a very particular context regarding the degree of participation and the consequent intensity, as well as the networks established, albeit indirectly, by public and private entities. Through a literature review from a narrative perspective, case studies on prominent Chinese VTubers, and an analysis of the breadth of their engagement beyond live interactions with their fans, the study unveiled the emergence of new aesthetics and new possibilities for para-social relationships within this virtual realm. It also indicated a greater involvement in other sectors, such as services and public relations, thereby hybridizing and generating a distinct model for this phenomenon. This led us to conclude that this cultural product has found additional niches in China and is likely to expand into more, especially as the offering of an increasingly potent internet becomes more widespread among the population. Lastly, the unique Chinese context for products in this cultural industry domain underscored the robustness of its hybrid model and points toward a paradigm shift in the creation, performance, and consumption patterns related to VTubers, which may be replicable in other countries.

Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective

Despite the increasing popularity of short video platforms (SVPs) in tourism, there has been a lack of integrated theoretical understanding regarding the mechanism of how SVP users’ perceptions of social media influencers (SMIs) and quality of SVPs influence their intention to visit the destination. By combining social learning theory and the technology acceptance model (TAM), this study investigated the effectiveness of SVPs in terms of source credibility of SMIs and the quality of SVPs in inducing travel intention via attitude. Analyses with a sample of 454 respondents revealed that perceived expertise of SMIs in SVPs positively influenced attitude toward the destination. Additionally, perceived usefulness and enjoyment of short travel videos positively influenced attitude toward SVPs. Attitude toward SVPs was positively linked to attitude toward destination. Both attitudes, in turn, led to travel intention. The study also revealed that parasocial interaction moderated the relationships between perceived attractiveness and expertise and attitude toward the destination. Destination marketing organizations (DMOs) and tourism marketers are advised to focus on utilizing SMIs who show expertise and featuring informative and enjoyable videos on SVPs for their destination promotion.

She’s my favorite YouTuber, so I watch ads on her channel: The interplay of parasocial interaction and YouTube ad knowledge on voluntary ad-watching

This research examined a unique ad-consuming behavior on YouTube, voluntary ad-watching, triggered by the levels of parasocial interaction (PSI) that users establish with YouTubers. Study 1 revealed that a strong PSI with a YouTuber was positively associated with users’ support intention as well as their voluntary ad-watching intention. Study 2 showed that increased ‘support’ intention interplayed with users’ knowledge about how YouTube ads work (i.e. YouTube ad knowledge) to further shape their ad responses (i.e. ad irritation and ad comprehension). Findings provide insights into how users process YouTube video ads and suggest a new perspective of ‘consuming’ ads to express their support for YouTubers.