Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

6-2014

Abstract

The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers’ perception of endorser and brand credibility, and purchase intention of the brand endorsed by favorite media characters. The results also indicated that self-disclosure played an important role in forming parasocial relationships and in mediating the effectiveness of celebrity endorsement. This study specifies the links between an emerging media genre, a communication technology, and audiences’ interaction with the mediated world.

Keywords

Reality TV, Social Media, Parasocial Relationship, Celebrity Endorsement, Credibility, Purchase Intention

Discipline

Advertising and Promotion Management | Business | Public Relations and Advertising | Social Media

Research Areas

Corporate Communication

Publication

TVX '14: Proceedings of the Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video, June 26–27, Newcastle Upon Tyne, UK

First Page

47

Last Page

54

ISBN

9781450328388

Identifier

10.1145/2602299.2602306

Publisher

ACM

City or Country

New York

Copyright Owner and License

Publisher

Additional URL

https://doi.org/10.1145/2602299.2602306

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