• Corpus ID: 169628602

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

@article{Rasmussen2018ParasocialII,
  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},
  year={2018},
  volume={7},
  pages={280-294}
}
  • L. Rasmussen
  • Published 31 May 2018
  • Business
  • 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… 

#TeamTrees: Investigating How YouTubers Participate in a Social Media Campaign

This work examines an SMC on YouTube, #TeamTrees, initiated by a YouTube celebrity and sought to raise people's awareness of tree-planting and climate change and discusses design implications for video-sharing platforms to support future SMCs.

#StayHome #WithMe: How Do YouTubers Help with COVID-19 Loneliness?

Analysis of SHWM videos suggested that skill and knowledge sharing, entertaining arts, homelife activities, live chatting, and gameplay were the most popular video styles and family-like provisions led to the highest overall viewer engagement.

Making Sweet Music Together: The Affordances of Networked Media for Building Performance Capital by YouTube Musicians

Following Miller, who looked at offline performance capital for musicians and discovered important gender and genre impacts, we examined the role of gender and genre in the development of performance

The influence of YouTubers on followers’ use intention

This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust

YouTube Channels, Subscribers, Uploads and Views: A Multidimensional Analysis of the First 1700 Channels from July 2022

A multidimensional analysis of the first 100 YouTube channels from each of the 17 domains identified, using SocialBalde.com, to investigate the crucial factors to take into consideration when starting a social media business on YouTube, namely the domain and description of the channel.

Conspiracy Brokers: Understanding the Monetization of YouTube Conspiracy Theories

Conspiracy theories are increasingly a subject of research interest as society grapples with their rapid growth in areas such as politics or public health. Previous work has established YouTube as

Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania

The omnipresent role of online information and communication technology (ICT) channels in the lives of Millennial consumers is universally recognised in industry and academia. The persistent usage of

A Study on How Intimacy Is Attempted to Be Produced in Girlfriend Roleplay ASMR Videos on YouTube

This study examines how ASMRtists, people that create ASMR videos, attempt to create intimacy in their videos on YouTube. ASMR stands for Audio Sensory Meridian Response and is a tingling sensation

The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers

YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become

Social media reviewing channels: the role of channel interactivity and vloggers’ self-disclosure in consumers’ parasocial interaction

Purpose The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with
...

References

SHOWING 1-10 OF 34 REFERENCES

Friend-zone with benefits: The parasocial advertising of Kim Kardashian

This research focuses on the social-media-driven convention of advertising, and seeks to analyze the type of communication that occurs between celebrity endorsers and audiences within social media.

Following the Fashionable Friend: The Power of Social Media

ABSTRACT This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven

Relationship Marketing in an Online Social Media Context: Newspaper Versus Television Brand Websites Comparison

Abstract This study examines how traditional media organizations utilize social media on their websites to build relationships with their audiences. Through a content analysis of the U.S. newspaper

Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement

This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used,

“You're the Kind of Guy That We All Want for a Drinking Buddy”: Expressions of Parasocial Interaction on Floydlandis.com

This study traced fan reactions to and support of Floyd Landis over the final and dramatic stages of the 2006 Tour de France through the lens of parasocial interaction. A thematic analysis using

Tweeting Facts, Facebooking Lives: The Influence of Language Use and Modality on Online Source Credibility

The present study examines how language use (e.g., personalized vs. depersonalized language) and modality (e.g., tweets vs. Facebook status updates) influence source credibility interdependently. A

LONELINESS, PARASOCIAL INTERACTION, AND LOCAL TELEVISION NEWS VIEWING

A conceptual model was developed predicting parasocial interaction from both a social interaction need due to loneliness and instrumental television news use. Questionnaires were completed by 329

Forming Parasocial Relationships in Online Communities

Parasocial interaction theory has been used to describe the one-sided relationships that can occur between a media user and the media being consumed. Used to understand the process by which

A magically nice guy: Parasocial relationships with Harry Potter across different cultures

This study explored parasocial relationships (PSRs) with Harry Potter that readers from different cultures have developed. An overall sample of 2551 Potter fans from Germany (individualistic culture)

The Economics of Word of Mouth: Designing Effective Social Media Marketing for Magazines

Magazines and social networks operate in two-sided markets with network effects. Social media offer an ideal platform for word-of-mouth marketing that uses peer recommendations to read magazines.