More than just a tweet: The unconscious impact of forming parasocial relationships through social media.

2020 ◽  
Vol 7 (4) ◽  
pp. 388-403
Author(s):  
Elaine Paravati ◽  
Esha Naidu ◽  
Shira Gabriel ◽  
Carl Wiedemann
Keyword(s):  
Social Media ◽  
The Unconscious ◽  
Parasocial Relationships

“Germany Crashes Out of World Cup”: A Mixed-Method Study on the Effects of Crisis Communication on Facebook

2021 ◽  
Vol 35 (1) ◽  
pp. 44-54
Author(s):  
Sonja Utz ◽  
Felix Otto ◽  
Tim Pawlowski
Keyword(s):  
Social Media ◽  
Mixed Method ◽  
Crisis Communication ◽  
Team Member ◽  
Mixed Method Study ◽  
Effective Strategy ◽  
World Cup ◽  
Parasocial Relationships

Using social media for crisis communication has been proposed as an effective strategy because it allows teams to build parasocial relationships with fans. The authors focused on the early elimination of Germany during the 2018 Fédération Internationale de Football Association World Cup to examine the effects of (crisis) communication on Facebook. The authors compared the Facebook posts of the German team, captain Manuel Neuer, and team member Thomas Müller and examined the emoji reactions each received. Although Neuer posted text identical to that of the team, his post received a smaller proportion of angry emoji reactions. Müller received fewer angry reactions than the team, but more than Neuer. The authors also used data from a two-wave panel to study changes in evaluation and parasocial relationships and perceived authenticity as potential mediators. Only the team was evaluated more negatively after the elimination than before. Parasocial relationships mediated the effect of exposure to social media posts on evaluation.

Trans-mediated parasocial relationships: Private Facebook groups foster influencer–follower connection

2020 ◽  
pp. 146144482095871
Author(s):  
Mariah L Wellman
Keyword(s):  
Social Media ◽  
Parasocial Relationships ◽  
Social Media Platform ◽  
Media Platform ◽  
Influential Users ◽  
Multi Method Approach ◽  
Method Approach ◽  
Theory Extension

This essay offers an extension of the theory of parasocial relationships deemed trans-mediated parasocial relationships in which popular users rely on a specific social media platform to maintain relationships with followers previously kindled on another platform. The extension calls for scholars to pay attention to which platforms influential users are moving between and how the affordances of particular platforms help or hinder the growth of existing relationships. To explicate this theory extension, the researcher applied a multi-method approach to explore a private Facebook group run by Australian social media influencer, Sarah’s Day. The researcher investigates how members use the group to communicate their thoughts, seek support, ask questions, and share critiques of themselves and others. In this case, an influencer who originally fostered connections with followers on YouTube and Instagram built a self-sustaining Facebook group to maintain those relationships through little effort of her own, continually benefiting from follower labor.

scholarly journals Ystävyyttä vai illuusiota?

2021 ◽  
Vol 34 (2-3) ◽  
pp. 95-110
Author(s):  
Miisa Rotola-Pukkila ◽  
Pekka Isotalus
Keyword(s):  
Social Media ◽  
Private Information ◽  
Parasocial Relationships ◽  
Self Disclosure ◽  
Good Basis ◽  
Private Lives ◽  
Research Journal ◽  
The Social ◽  
Parasocial Relationship ◽  
Personal Content

Sosiaalisen median vaikuttajien seuraajille voi muodostua affektiivisia ystävyyden kaltaisia tunnesiteitä eli parasosiaalisia suhteita seuraamiansa mediapersoonia kohtaan. Sosiaalisessa mediassa on otolliset lähtökohdat parasosiaalisten tunteiden syntymiselle ja kehittymiselle, kun vaikuttajat päästävät katsojat kurkistamaan elämäänsä kuvien ja videoiden välityksellä, kertovat itsestään henkilökohtaisia asioita seuraajilleen ja puhuttelevat yleisöä tuttavalliseen tyyliin.Artikkelissa syvennytään parasosiaalisen suhteen syntyyn ja sitä edistäviin tekijöihin. Tutkimuksen kohteena on sosiaalisen median vaikuttaja Mmiisas eli Miisa Rotola-Pukkila. Tutkimus toteutettiin netnografisella tutkimusmenetelmällä, ja parasosiaalisen suhteen ilmenemistä vaikuttajalle tarkasteltiin seuraajien lähettämistä Instagramin yksityisviesteistä. Lisäksi vaikuttaja kirjasi havaintojaan ja ajatuksiaan parasosiaalisesta ilmiöstä kolmen viikon ajan tutkimuspäiväkirjaan.Tuloksista ilmeni, että ainakin osalla seuraajista saattaa olla hyvinkin vahva parasosiaalinen suhde sosiaalisen median vaikuttajaan. Seuraajien yksityisviesteistä oli havaittavissa monia kuvitellun ystävyyden piirteitä, jotka osoittavat vahvaa yksipuolista tunnesidettä vaikuttajaan. Mmiisas-vaikuttajan lähes kaikki sisältö perustuu itsestäkertomiseen. Tuloksista on nähtävissä, että kaikista henkilökohtaisimmat aiheet edistivät vahvimmin seuraajien parasosiaalisen suhteen ulottuvuuksien ilmenemistä viesteissä.Tulosten pohjalta artikkelissa myös pohditaan, missä mielessä parasosiaalinen suhde on vaikuttajalle tavoittelemisen arvoista, sillä Mmiisas-vaikuttaja rakentaa tiivistä ja lähes ystävyydenkaltaista suhdetta seuraajiinsa yksityisyytensä kustannuksella. Seuraajien vastavuoroinen viestintä ja avoin itsestäkertominen antavat uudenlaista näkemystä siitä, että parasosiaalinen suhde voi olla kuvitellun ystävyyden lisäksi vastavuoroinen ja vahva luottamussuhde vaikuttajan ja yleisön välillä.Avainsanat: parasosiaalisuus, parasosiaalinen suhde, sosiaalinen media, julkisuus, InstagramFriendship or illusion? The appearance of parasocial relationships in followers’ messages to the social media influencerFollowers may develop an emotional, affective, and one-sided friendship-like bond with a social media influencer, also known as a parasocial relationship. Social media creates a good basis for the development of parasocial relationships because followers have an opportunity to peek into influencers’ private lives, while the influencers disclose personal issues and address the audience in an acquaintance-like style.In this article, the formation of parasocial relationships and the elements that foster them are considered. The study aims to investigate an audience’s relationship with Finnish social media influencer Mmiisas (Miisa Rotola-Pukkila). The method used was netnography. The data were collected from private messages, which the followers sent to the influencer on Instagram. The influencer Mmiisas also kept a research journal during the three-week research period.Results revealed that at least some of the followers had a strong parasocial relationship with the influencer. In the private messages, there were many features of imagined friendship that showed a strong one-sided relationship with the influencer. Nearly all of Mmiisas’ content is based on self-disclosure. The results showed that highly personal content seems to foster the characteristics of followers’ parasocial relationships in their messages.The article discusses how beneficial a parasocial relationship is for an influencer. For example, Mmiisas seemed to build a strong friendship-like bond with her followers by sharing pieces of private information. The followers’ reciprocal communication and self-disclosure create the perspective that a parasocial relationship may also be a confidential relationship between an influencer and his or her followers.Keywords: parasociality, parasocial relationship, social media, publicity, Instagram

Acceptance of Health Messages Conveyed by Parasocial Opinion Leaders on Twitter among Followers

2021 ◽  
Vol 37 (4) ◽  
pp. 104-121
Author(s):  
Teck Chew Saw ◽  
◽  
Emma Mohamad ◽  
Sabariah Mohamed Salleh ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Health Information ◽  
Opinion Leader ◽  
Health Messages ◽  
Opinion Leaders ◽  
Parasocial Relationships ◽  
Parasocial Relationship ◽  
Twitter Users ◽  
Message Reception ◽  
Delivery Style

Social media does not only provide a space for individuals to communicate, but it also encourages individuals to find and share health information. This situation has led to a change in the patterns and functions of health opinion leaders that exist on social media. Health opinion leaders influence media users by sharing and delivering health information and are capable of fostering parasocial relationships with media users. Therefore, it is essential to investigate the process by which parasocial opinion leaders shape health messages on social media. In correspondence, this study sought to understand the level of acceptance of health messages among Twitter users of the information tweeted by parasocial opinion leaders. In-depth interviews were conducted on 25 followers of parasocial health opinion leaders on Twitter. This study found that the formation of health messages and information conveyed by parasocial health opinion leaders could influence their followers. Four forms of message reception were identified in this study: 1) information and complexity reduction (a description, information delivery style, information sharing, information, and health literacy, and correction of information and mythical perceptions), 2) health orientation, 3) stimulation of interest, and 4) strengthening of the image and ethics of professionalism. Additionally, this study also discovered that media users perceived health opinion leaders as mentors, family members, friends, and idols. Keywords: Health communication, opinion leader, parasocial opinion leaders, parasocial relationship, social media.

Reducing Resistance: The Impact of Nonfollowers’ and Followers’ Parasocial Relationships with Social Media Influencers on Persuasive Resistance and Advertising Effectiveness

2021 ◽  
Author(s):  
Priska Breves ◽  
Nicole Liebers ◽  
Bernadette Motschenbacher ◽  
Leonie Reus
Keyword(s):  
Social Media ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Parasocial Relationships ◽  
Brand Evaluations ◽  
New Form ◽  
The Impact ◽  
Consumer Advocates ◽  
Practical Implications

Abstract Although social media influencers have become popular brand endorsers, previous research on this new form of advertising has neglected to analyze how the followers of these influencers are persuaded. Based on a key mechanism proposed by the entertainment overcoming resistance model, long-term parasocial relationships (PSRs) should reduce the amount of persuasive resistance in the forms of reactance and counterarguing. Consequently, the persuasive effects should be enhanced. To empirically test these assumptions, two online studies were conducted. The first experimental study (N = 151) confirmed that followers experienced stronger PSRs than did nonfollowers, which resulted in higher perceived source trustworthiness and reduced levels of both perceived freedom threat and counterarguing after exposure to a sponsored Instagram post. The second study (N = 225) further confirmed the enhanced persuasive impact of PSRs in terms of brand evaluations and behavioral intentions. The theoretical and practical implications for advertisers, consumer advocates, and future research are discussed.

INTERAKSI DAN HUBUNGAN PARASOSIAL DALAM AKUN MEDIA SOSIAL SELEBRITI INDONESIA

2017 ◽  
Vol 5 (1) ◽  
pp. 67-93
Author(s):  
Nuria Astagini ◽  
Veronica Kaihatu ◽  
Yugo Dwi Prasetyo
Keyword(s):  
Social Media ◽  
Parasocial Interaction ◽  
Emotional Attachment ◽  
Parasocial Relationships ◽  
Actual Reality ◽  
Form Identification ◽  
Parasocial Relationship ◽  
The Media ◽  
The Relationship ◽  
Depth Interviews

Interaction and parasocial relationships are one-way relationships formed through the media. This type of relationship can be seen through various social media accounts owned by celebrities. Fans interactions with their idol celebrities in social media will lead to the formation of positive and negative parasocial relationships. This study was conducted to see how the relationship and parasocial relationship that exists between the fans with the celebrities in social media. Through observation on social media accounts owned by several celebrities in Indonesia, and in-depth interviews conducted with informants; It is known that various comments given by fans is a description of a parasocial interaction. Fans who always comments on every updated information uploaded by their idol, shows a parasocial relationship. This relationship is a picture of emotional attachment from the fans. The interaction and parasocial relationship in social media are closely related to the concept of hyperreality. All things related to a particular celebrity may be rendered artificially, so the fans will eventually form identification of the celebrity with hyperrealitas or reality that is different from the actual reality.

Overcoming stakeholder social media fatigue: a trialogue approach

2019 ◽  
Vol 40 (6) ◽  
pp. 40-48 ◽  
Author(s):  
Youngji Seo ◽  
Marilyn J. Primovic ◽  
Yan Jin
Keyword(s):  
Social Media ◽  
Business Communication ◽  
Research Literature ◽  
Parasocial Relationships ◽  
Deep Dive ◽  
Content Type ◽  
Parasocial Relationship ◽  
Rapid Changes ◽  
Vicarious Interaction ◽  
The Impact

Purpose The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness. Design/methodology/approach A systematic review of research literature and a deep dive in the professional reports regarding corporate communication and social media strategies are conducted. Findings To tackle the challenge of stakeholder social media fatigue, a conceptual model is provided to guide the development of alternative social media strategies that capitalize on the impact of vicarious interaction and reenergize stakeholders via trialogue based on the corporate-influencer-stakeholder (parasocial) relationships. Originality/value A model for overcoming stakeholder social media fatigue via optimizing corporate-influencer-stakeholder (parasocial) relationship is proposed and elaborated, with actionable social media strategies recommended for corporate communicators to use.

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