How Interpersonal Attraction and Content Shape Parasocial Relationships , Consumer Choices, and Objectification in the Social Media Era.

How Interpersonal Attraction and Content Shape Parasocial Relationships , Consumer Choices, and Objectification in the Social Media Era.
Title
How Interpersonal Attraction and Content Shape Parasocial Relationships , Consumer Choices, and Objectification in the Social Media Era.
Creator
Zachou, Christina
Abstract
This study investigates the factors influencing parasocial relationships (PSRs) with social media influencers and how these impact purchase intentions, focusing on Instagram and TikTok. Despite the increasing prominence of influencers in digital spaces, research has yet to fully explore how interpersonal attraction, content style, leadership traits, platform-specific features, and influencer objectification affect PSR formation and strength. Notably, influencer’s objectification and its impact on consumer behavior remains understudied. This thesis addresses these gaps by analyzing influencer-follower dynamics in a competitive online environment, offering insights for marketers, influencers, and scholars in digital communication, marketing strategy, and consumer psychology.
Keywords
social media influencers
parasocial relationships
consumer behavior.
Subject
Psychology
Date Available
May 22, 2025
Type
Research Project
Course
PS 4935 FINAL YEAR PROJECT II
Instructor
Konsolaki, Eleni
Session
Poster Session
Location
Deree Corridor
Event
Year 2025 | 9th Annual Student Research and Creative Arts Symposium

Tags

Psychology

Tags

Psychology