My Friend On Screen: An Investigation Into The Parasocial Relationship Between The YouTube Influencer And Their Followers
Abstract
Purpose
The purpose of this study is to investigate the nature of the parasocial relationship and how
this can be formed between an influencer and a follower on YouTube. This study will also
investigate how the formation of the parasocial relationship can influence the motivation for
the follower to engage with the YouTuber’s content such as liking or commenting. Finally, this
research will look to understand how the parasocial relationship formed between the YouTube
influencer and the follower can influence the purchase behaviour of the follower.
Methodological Approach
Data was collected for this study using semi-structured interviews under a qualitative
methodology. 8 participants were interviewed. The sample used in the research included
users aged 18-24 who watch YouTube content for at least one hour per week.
Findings
The study identifies that perceived homophily and emotional resonance are large contributing
factors toward the development of a parasocial relationship between a YouTube influencer
and follower. Additionally, this research also identifies that participants were more motivated
to engage with YouTube content as a result of the parasocial relationship formed. Finally, the
formation of the parasocial relationship can have a positive influence on the purchase intent
of the follower. It was noted that purchase intent toward YouTuber’s merchandise was
particularly strong.
Research Limitations and Recommendations
Due to the time constraints, certain aspects of the study had to be amended to ensure
completion. This study recommends thatmarketing professionals should seek influencers who
foster strong parasocial relationships among their audience. Additionally, the study identifies
that further research should be conducted to further understand aspirational factors regarding
the parasocial relationship. Additionally, further quantitative study on the parasocial
relationship’s influence on behavioural intent and purchase intent of YouTuber merchandise
should be further explored.