Forming Parasocial Relationships in Online Communities
ABSTRACT - Parasocial interaction theory has been used to describe the one-sided relationships that can occur between a media user and the media being consumed. Used to understand the process by which individuals form attachments to media personae, the theory may also help explain the behavior of those consumers who use Internet-based online communities. This paper provides an overview of parasocial interaction theory, and explores how parasocial interaction can affect the consumption behavior of online community users. Following a review of the extant literature, a number of research questions are outlined to help guide future research in this area.
Paul W. Ballantine and Brett A. S. Martin (2005) ,"Forming Parasocial Relationships in Online Communities", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 197-201-.
Paul W. Ballantine, The University of Auckland
Brett A. S. Martin, The University of Auckland
NA - Advances in Consumer Research Volume 32 | 2005
Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
Jonathan David Schöps, University of Innsbruck, Austria
R12. Brand Primes Can Satiate (Important) Consumer Goals
Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada
Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products
Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA