Parasocial Interaction in the Digital Age: An Examination of Relationship Building and the Effectiveness of YouTube Celebrities
Keywords:
parasocial interaction, YouTube, social media, influencersAbstract
Since its inception in 2005, YouTube has allowed users to publish video content. Many have capitalized on the platform by amassing large followings and becoming bonafide YouTube celebrities. The beauty celebrity has become one of the most popular types of YouTuber, with some boasting over 7 million subscribers. Many brands have turned to YouTube celebrities to entice them to create user generated content that will serve as product endorsements aimed at a highly segmented audience. Viewers subscribe to watch the celebrities discuss a variety of beauty and lifestyle products or services. The interaction goes beyond simple product placement and branded entertainment, instead, viewers socialize with YouTube celebrities, whom may also serve as a product ambassador. In a sense, YouTube celebrities become a friend sharing their opinion. The traditional word-of-mouth opinion sharing is now on a grander scale, and in a more intimate setting. This study explored the interaction between YouTube beauty celebrity and viewer, and celebrity influence. Participants reported feelings of knowing and familiarity with speakers, thus revealing the occurrence of parasocial interaction. YouTube celebrities were also viewed as credible sources who were trustworthy. Findings provide insight for organizations to channel YouTube celebrities as they attempt to build relationships with highly targeted publics.
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Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Auter, P. J., & Palmgreen, P. (2000). Development and validation of parasocial interaction measure: The audience-persona interaction scale. Communication Research Reports, 17(1), 79-89.
Ballantine, P., & Martin, B. (2005). Forming parasocial relationships in online communities. Advances in Consumer Research, 32, 197-201.
Colliander, J., & Dahlen, M. (2011). Following the fashionable friend: The power of social media weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 313-320.
Correa, C. (2012). Brands are now hiring YouTube celebrities to pitch products. Yahoo Finance. Retrieved from http://finance.yahoo.com/news/brands-now-hiring-youtube-celebrities-214313353.html
Garcia, D. (2016). Beyonce Inc: Controversy, yet barrels full of dollars. CNBC. Retrieved from https://www.cnbc.com/2016/03/19/beyonce-inc-controversy-yet-barrels-full-of-dollars.html
Guo, M. (2014). Relationship marketing in an online social media context: Newspapers versus brand websites comparison. Journal of Media Business Studies, 11(4), 1-26.
Harms, L. (2011). Cosmetic industry undaunted by recession. New Beauty. Retrieved from http://www.newbeauty.com/blog/dailybeauty/4677-cosmetic-industry-undaunted-by-recession/
Himelbolm, I., Golan, G. J., Moon, B. B., & Suto, R. J. (2014). A social networks approach to public relations on Twitter: Social mediators and mediated public relations. Journal of Public Relations Research, 26(4), 359-379.
Horton, D., & Wohl, R. R. (1956). Mass Communication and para-social interaction. Psychiatry, 19, 215-229.
Institute for Public Relations. (2013). Top 10 social media research articles for the first half of 2013 for public relations professionals. Retrieved from http://www.instituteforpr.org/top-10-social-media-research-studies-public-relations-professionals/
Kassing, J. W., & Sanderson, J. (2009). You’re the kind of guy that we all want for a drinking budding: Expressions of parasocial interaction on Floydlandis.com. Western Journal of Communication, 70(2), 182-203.
Lim, C. M., & Kim, Y. (2011). Older consumers’ TV home shopping: Loneliness, parasocial interaction, and perceived convenience. Psychology & Marketing, 28(8), 763-780.
Lueck, J. (2012). Friend-zone with benefits: The parasocial advertising of Kim Kardashian. Journal of Marketing Communication, 1-19.
Marcano, C. (2005). L’Oreal signs ‘Desperate Housewife’ Longoria. AdWeek. Retrieved from http://www.adweek.com/brand-marketing/loreal-signs desperate-housewife-longoria-78818/
Martin, H. J. (2013). The economics of word of mouth: Designing effective social media marketing. Journal of Magazine & New Media Research, 14(2), 1-12.
McCroskey, J. C., & Teven, J. J. (1999). Goodwill: A reexamination of the construct and its measurement. Communication Monographs, 66, 90–103.
Ohanian, R. (1990), Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16, 59-77.
Richmond, V. P., & McCroskey, J. C. (1975). Whose opinion do you trust? The Journal of Communication, 25, 43-50.
Romanowski, P. (2010). A cosmetic industry overview for cosmetic chemists. Chemist Corner. Retrieved from http://chemistscorner.com/a-cosmetic-market-overview-for-cosmetic-chemists/
Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction Relationships. Journal of Broadcasting and Electronic Media, 32(3), 279-292.
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12, 155-180.
Savage, M. E., & Spence, P. R. (2014). Will you listen? An examination of parasocial interaction and credibility in radio. Journal of Radio & Audio Media, 21(1), 3-19.
Schmid, H., & Klimmt, C. (2011). A magically nice guy: Parasocial relationships with Harry Potter across different cultures. The International Communication Gazette, 73(3), 252-269.
Schramm, H., & Wirth, W. (2010). Testing a universal tool for measuring parasocial interactions across different situations and media. Journal of Media Psychology, 22(1), 26-36.
Schramm, H., & Hartmann, T. (2008). The PSI-Process Scales. A new measure to assess the intensity and breadth of parasocial processes. Communications, 33, 385-401.
Slutsky, I. (2010). Meet YouTube’s most in demand stars. AdAge. Retrieved from http://adage.com/article/digital/meet-youtube-s-demand-brand-stars/145844/
Sorvino, C. (2017). Why the $445 billion beauty industry is a gold mine for self-made women” Forbes Magazine. Retrieved from https://www.forbes.com/sites/chloesorvino/2017/05/18/self-made-women-wealth-beauty-gold-mine/#8f71c0f2a3a5
Thorson, K. S., & Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6, 34–44.
Walker, R. (2012, July 1). On YouTube, amateur is the new pro. The New York Times. Retrieved from http://www.nytimes.com/2012/07/01/magazine/on-youtube-amateur-is-the-new-pro.html?pagewanted=all&_r=0
Yilmaz, G., & Johnson, J. Q. (2016). Tweeting facts, Facebooking lives: The influence of language use and modality on online source credibility. Communication Research Reports, 33(2), 137-144.
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