Graduation Year
2018
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Scott S. Liu, Ph.D.
Committee Member
Roxanne Watson, Ph.D.
Committee Member
Artemio Ramirez, Ph.D.
Keywords
Celebrity and followers, Fandom, PSI, PSR, Social media engagement
Abstract
Social media enable celebrity to interact with their followers and enable followers to build the relationship through the interaction. Former research has found that openness and perceived interactivity are antecedents for parasocial interaction. In order to investigate the way to increase user’s engagement in celebrity’s social media page, this research examines the relationship between celebrity’s posts employ openness and perceived interactivity, other user’s posts employ openness and perceived interactivity, parasocial interaction, parasocial relationship, and social media engagement. Survey data were collected from 595 followers of one Chinese celebrity through an online survey. The results indicate that neither celebrity’s nor other user’s posts employ openness and perceived interactivity direct lead to user’s social media engagement. However, PSI and PSR, which increased by celebrity’s and other user’s posts employ openness and perceived interactivity, have a positive relationship with user’s social media engagement. It provides support for the mediating role of PSI and PSR to social media engagement.
Scholar Commons Citation
Zhuang, Jiahui, "I’m Your Fan – Engaging in Celebrity’s Social Media Page with the Mediation of Parasocial Interaction and Parasocial Relationship" (2018). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/7252
