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The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers' perception of endorser and brand credibility, and purchase intention of the brand endorsed by favorite media characters. The results also indicated that self-disclosure played an important role in forming parasocial relationships and in mediating the effectiveness of celebrity endorsement. This study specifies the links between an emerging media genre, a communication technology, and audiences' interaction with the mediated world.
Chung et al. (Wed,) studied this question.