Click below to subscribe: Parasocial relationships, interpersonal trust and authenticity with YouTube vloggers
Abstract
With the rise of social media celebrities, particularly YouTube vloggers, this study sought to investigate channel viewers feelings of Interpersonal Trust (IPT) and tripartite authenticity (authentic living, self-alienation and accepting external influence) and how these affect parasocial relationships (PSR) with YouTube vloggers. Also, a comparison of those with and without a favourite vlogger was undertaken. A non-experimental fixed design online survey posted on multiple YouTube channels and social media sites was used to explore viewers attitudes. A total of 106 (N=106) responses were collected. Multiple linear regression analysis found that four main factors affected the strength of the parasocial relationship; having a favourite vlogger, feelings of self-alienation, low interpersonal trust and gender, accounting for 51% variance. Correlational analysis found that those who had a favourite vlogger reported higher levels of self-alienation. The implications of these findings as well as areas for future research were discussed.
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