Development and validation of the Parasocial Relationship in Social Media Survey
Keywords:Social Media, Survey, Validation, Parasocial Relationship
Social media provides new opportunities for parasocial relationships to be developed and strengthened on demand. While there are a number of existing surveys that have been used to measure parasocial relationships, none have been developed or validated to measure relationships developed through social media. The 22-item Parasocial Relationships in Social Media (PRISM) survey presented in this article has been designed and validated specifically to measure parasocial relationships individuals develop with celebrities in social media contexts. Exploratory factor analysis reveals the PRISM survey measures four dimensions of parasocial relations: Interest in, Knowledge of, Identification with, and Interaction with a given celebrity.
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