Corpus ID: 169628602

Parasocial Interaction in the Digital Age: An Examination of Relationship Building and the Effectiveness of YouTube Celebrities

  title={Parasocial Interaction in the Digital Age: An Examination of Relationship Building and the Effectiveness of YouTube Celebrities},
  author={Leslie Lynn Rasmussen},
  journal={Social media and society},
Since its inception in 2005, YouTube has allowed users to publish video content. Many have capitalized on the platform by amassing large followings and becoming bonafide YouTube celebrities. The beauty celebrity has become one of the most popular types of YouTuber, with some boasting over 7 million subscribers. Many brands have turned to YouTube celebrities to entice them to create user generated content that will serve as product endorsements aimed at a highly segmented audience. Viewers… Expand
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