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An Empirical Investigation of Parasocial Relationship Theory in the Context of Virtual Influencers
Shaji, Rooth
Shaji, Rooth
Description
A Master of Business Administration (MBA) by Rooth Shaji entitled, “An Empirical Investigation of Parasocial Relationship Theory in the Context of Virtual Influencers”, submitted in December 2024. Thesis advisor is Dr. Jeff Baker and thesis co-advisor is Dr. Kichan Nam. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form).
Abstract
Social media influencers are individuals who have amassed a significant following on platforms like Instagram, YouTube, and TikTok due to their expertise, charisma, or relatability. They create content tailored to specific niches and often collaborate with brands for sponsored content, influencing their followers' purchasing decisions. Virtual Influencers, on the other hand, are computer-generated personas created by brands or agencies and are designed to mimic human social media influencers. Despite being virtual rather than authentically human, virtual influencers have gained traction, particularly among younger demographics, challenging traditional influencer marketing paradigms. The purpose of this research is to examine if parasocial relationship theory explains the behavior of their followers – and thus, if the theory holds true in the context of virtual influencers. A literature review of social media, social media influencers, virtual influencers, and parasocial relationship theory is conducted to build a base for the research. Our research model examines the links from attractiveness, intimate self-disclosure, influencer-product congruence, and sponsorship transparency to parasocial relationship and, in turn, the impact of parasocial relationship on purchase intention. The moderating influences of object-related and activity-related authenticity are also observed. Survey results support our hypotheses. Implications for virtual influencer creators and the brands that use them are presented, along with directions for future research.