Digital Self and Parasocial Interaction on Youtube

This study focused on how amateur individuals who live in Taiwanese culture explore digital self and parasocial interaction via YouTube videos. Drawing upon Netnography and in-depth interviews with 45 participants, our data highlight that YouTube is a consumer narrative where multiple digital selves and parasocial interactions are made comprehensible.



Citation:

Chih-Ping (Lola) Chen (2013) ,"Digital Self and Parasocial Interaction on Youtube", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 126-127.

Authors

Chih-Ping (Lola) Chen, Discipline of Marketing, College of Management, Yuan Ze University, Taiwan



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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