Parasocial Relationship Theory in Celebrity Culture: A Search for Success Drivers and Effects on Consumer Search BehaviorShow full item record
|Title||Parasocial Relationship Theory in Celebrity Culture: A Search for Success Drivers and Effects on Consumer Search Behavior|
|Abstract||This research aims to (1) provide a deeper understanding on how traditional celebrities and influencers initiate and sustain one-sided relationships with fans on SNSs through a variety of behavior and conversational patterns and (2) analyze the impact that endorsed content on SNSs have on consumer information-seeking behavior through Google search trends. The study found that traditional celebrities and influencers each approach the process of building and maintaining PRSs differently, according to the content analysis on the behavioral and conversational patterns exhibited on social media content published by both traditional celebrities and influencers. The study also looked at the effect of PRSs on Google search behavior and concluded that social media content with endorsement messages on owned and affiliated brands were more likely to create a statistically significantly higher effect on relative search volume due to the transferability of meanings and associations between celebrities and the sponsored products.|
|Advisor||Grau, Stacy Landreth|
|NOTE:||Full text permanently unavailable by request of author. Contact author for access.|
This item appears in the following Collection(s)
- Undergraduate Honors Papers 
Showing a few items related by title, author, creator and subject.
Celebrity Adjudication: Comparative Analyses of United States Verdict Rates for Celebrity Defendants Carroll, Bruce A. (2016)The effect of outside influences on judicial decision-making has a long and storied history. However, the impact of celebrity status as an outside influence on judicial decision-making has received very little attention ...