Parasocial Memory: Consumers’ Symbolic Narratives and Cultural Distinctions of Celebrities’ Intimate Familiarity

Dave Centeno, Department of Marketing, City University of Hong Kong; & CEA Virata School of Business, University of the Philippines
Jeff Jianfeng Wang, City University of Hong Kong
This research explores on celebrity 'parasocial memory' among Filipino consumer groups and describes how the concept operates through their symbolic narratives. It delineates celebrities like referent others; themed with identities of friends, family members, and significant others. Implications on socially-constructed memory, consumer identity, and political marketing celebrity persuasion are discussed.
[ to cite ]:
Dave Centeno and Jeff Jianfeng Wang (2014) ,"Parasocial Memory: Consumers’ Symbolic Narratives and Cultural Distinctions of Celebrities’ Intimate Familiarity", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 775-775.