Social and Behavioral Sciences Commons^™

The Influence Of Parasocial Relationships On Celebrity Credibility And Consumer Behavior Before And After A Tv Show Finale, Renzo Josh M. Bugarin, Quijana Jynnyll A. Samilo, Articus Filipe E. Tolentino

DLSU Senior High School Research Congress

Parasocial relationships (PSR) are characterized by the feeling of intimacy or personal connection by media consumers to media characters through one-sided interactions. In recent years, studies revealed that people have become increasingly dependent on online personas or celebrities to seek comfort and fulfill self-indulgent interactions during the pandemic. However, previous literature on PSR fails to monitor the development of investigated factors over impactful changes in the media such as the airing of a finale. This study is therefore conducted to fulfill two main objectives: a) to determine the relationship of PSR with celebrity credibility and consumer behavior and b) to …