How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context

Minseong Kim, Jihye Kim

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

This research investigates how structural and situational factors related to a celebrity's activities on social media influence fans' self-congruity, friendship, quality of life, well-being, commitment and ultimately, celebrity loyalty. Based on the theory of parasocial interaction, this research formulates a model specifying the influences of virtually established parasocial interaction between fans and celebrities in social media related to fans' quality of life and well-being. After collecting data from Amazon's Mechanical Turk, this study conducted analysis with structural equation modeling to empirically test the proposed relationships. The empirical findings show that self-congruity is significantly influenced by language similarity, interest similarity and interaction frequency, and friendship is significantly affected by language similarity, interest similarity and self-disclosure. Also, the results indicate the significant relationships among self-congruity, friendship, quality of life, well-being, commitment and loyalty. Based on the findings, this study suggests theoretical and practical implications for the extant literature and industry.

Original languageEnglish
Article number106419
JournalComputers in Human Behavior
Volume111
DOIs
StatePublished - Oct 2020

Bibliographical note

Publisher Copyright:
© 2020 Elsevier Ltd

Keywords

  • Celebrity
  • Fandom
  • Friendship
  • Parasocial interaction
  • Quality of life
  • Social media

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology (all)

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