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



Share Proceeding

Featured papers

See More

Featured

I3. Hormonal Effects on Materialism and the Moderating Role of Intrasexual Competition

Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio

Read More

Featured

Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

Read More

Featured

I11. Self-Presentation in the Mating Market: The Influence of Gender and Sexual Orientation on Profiles on Tinder and Grindr

Chaim Kuhnreich, Concordia University, Canada
Lilian Carvalho, FGV/EAESP
Gad Saad, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.