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UniversityofSouthFloridaScholarCommonsGraduateThesesandDissertationsGraduateSchoolMarch2018I'mYourFan–EngaginginCelebrity'sSocialMediaPagewiththeMediationofParasocialInteractionandParasocialRelationshipJiahuiZhuangUniversityofSouthFlorida,zhuangjiahui712@gmail.
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ScholarCommonsCitationZhuang,Jiahui,"I'mYourFan–EngaginginCelebrity'sSocialMediaPagewiththeMediationofParasocialInteractionandParasocialRelationship"(2018).
GraduateThesesandDissertations.
http://scholarcommons.
usf.
edu/etd/7252I'mYourFan–EngaginginCelebrity'sSocialMediaPagewiththeMediationofParasocialInteractionandParasocialRelationshipbyJiahuiZhuangAthesissubmittedinpartialfulfillmentoftherequirementsforthedegreeofMasterofArtsTheZimmermanSchoolofAdvertisingandMassCommunicationsCollegeofArtsandSciencesUniversityofSouthFloridaMajorProfessor:ScottS.
Liu,Ph.
D.
RoxanneWatson,Ph.
D.
ArtemioRamirez,Ph.
D.
DateofApproval:March21,2018Keywords:Celebrityandfollowers,Fandom,PSI,PSR,SocialmediaengagementCopyright2018,JiahuiZhuangACKNOWLEDGMENTSFirstandforemost,praisesandthankstoGodforHisinfinitegraceandmercywithmethroughoutmyresearchworktocompletethethesis.
Second,Iwouldliketoappreciatemyfamilyfortheirhelpandsupport.
TomyhusbandXiaofan,wholovesmeandsupportsmyworkallthetime.
TomydaughterElia,whostickstomeeverydaythatIhavetoworkaftershesleeps.
TomyparentsKelunandZhuyun,whotrustandsupportmeallthetime.
TomylittlebrotherZehua,Imissyouandlookforwardtomeetingyou.
Iwouldliketothankmythesischair,Dr.
ScottLiu,forhispatience,kindness,andprofessionalinstructionssincethefirstdayIcametoUSF.
Withouthisvaluablesuggestions,manyemailsandcalls,andencouragement,thisstudywouldhardlyhavebeencompleted.
Also,Iwouldliketothankmythesiscommitteemembers,Dr.
WatsonandDr.
Ramirez,fortheirvaluablecommentsandrecommendations.
Moreover,IwouldliketothankthesistersandbrothersfromChineseStudentChristianFellowship.
Thankyouforyourpraying,andyourwarmwordsthatgivemepower.
Lastly,IamextendingmyheartfeltthankstoalltheprofessorsintheZimmermanSchoolofAdvertisingandMassCommunicationsatUSF.
Itisagreatexperiencetolearnhere.
iTABLEOFCONTENTSListofTables.
iiiListofFigures.
ivAbstract.
vChapterOne:Introduction1PurposeofThisStudy.
3ChapterTwo:LiteratureReview.
4UsesandGratificationsTheory4OriginsofUsesandGratificationsTheory4UsesandGratificationsoftheInternet7UsesandGratificationsofSocialMedia9SocialMediaEngagement13ParasocialInteraction(PSI)14OriginsofPSI14PSIonSocialMedia.
16Openness.
19Interactivity.
21ParasocialRelationship(PSR)22ChapterThree:ResearchHypotheses25ChapterFour:Methodology.
29DesignandSample29SurveyInstrument.
31Measurement.
31ChapterFive:Results.
34MeasurementModelResults.
36StructuralModelResults.
37HypothesesTesting39SummaryofHypothesesTesting42iiChapterSix:Discussion.
44TheoreticalContributions47PracticalImplications.
48LimitationsandDirectionforFurtherResearch50ChapterSeven:Conclusions52References.
53Appendices.
63AppendixA:SurveyQuestionnaire(English)64AppendixB:SurveyQuestionnaire(Chinese)72AppendixC:InstitutionalReviewBoard(IRB)ApprovedLetter.
79iiiLISTOFTABLESTable1.
SampleGender.
30Table2.
SampleAge30Table3.
ReliabilityStatistics34Table4.
DescriptiveStatistics.
35Table5.
MeasurementModelResults.
36Table6.
StructuralModelResults.
38Table7.
SummaryofHypothesesTesting43ivLISTOFFIGURESFigure1.
ResearchHypotheses.
28Figure2.
StructuralModelResults.
39Figure3.
SignificantPaths.
42vABSTRACTSocialmediaenablecelebritytointeractwiththeirfollowersandenablefollowerstobuildtherelationshipthroughtheinteraction.
Formerresearchhasfoundthatopennessandperceivedinteractivityareantecedentsforparasocialinteraction.
Inordertoinvestigatethewaytoincreaseuser'sengagementincelebrity'ssocialmediapage,thisresearchexaminestherelationshipbetweencelebrity'spostsemployopennessandperceivedinteractivity,otheruser'spostsemployopennessandperceivedinteractivity,parasocialinteraction,parasocialrelationship,andsocialmediaengagement.
Surveydatawerecollectedfrom595followersofoneChinesecelebritythroughanonlinesurvey.
Theresultsindicatethatneithercelebrity'snorotheruser'spostsemployopennessandperceivedinteractivitydirectleadtouser'ssocialmediaengagement.
However,PSIandPSR,whichincreasedbycelebrity'sandotheruser'spostsemployopennessandperceivedinteractivity,haveapositiverelationshipwithuser'ssocialmediaengagement.
ItprovidessupportforthemediatingroleofPSIandPSRtosocialmediaengagement.
1CHAPTERONE:INTRODUCTIONByMay17,2017,monthlyactiveusersonWeibohaveattained3.
4hundredmillion(BBCNews,2017).
Usersdiscussalotoftopicsonthissocialplatform,suchasfinance,food,education,sports,fashion,andcelebrity.
EntertainmentoccupiesthelargestportionamongallofthetopicsinWeibo(Fanetal.
,2014).
Specifically,entertainmentcontainsmanysubdividedtopics,suchasTVseries,film,music,celebrity,varietyshow,realityshowandsoon.
Amongthesetopics,Weibousersspendasignificantportionoftheirenergyandtimeontalkingaboutthecelebrities.
AccordingtotheWhiteBookonWeiboCelebrity(Sina,2017),therewere280thousandentertainmentcelebrityaccountsonWeibowhichinclude2000topcelebrities.
DuetothelargenumberofcelebritiesonWeibo,monthlyactivefansaccountformorethan50%ofactiveusersonthissocialmediaplatform.
Statisticsshowedthatcelebrityvoluntarilypostsorinteractwithotherstwiceperday.
Weiboenablescelebritiestocommunicatewithboththeirrealfriendsandtheirfans.
ManagementcompaniesalsopayattentiontothesignificantmarketingmeaningofWeibo.
TheytakeadvantageofplentyofusersofWeibo,tocreatetopicstodiscuss.
2Asanonlineplatformforuserstopublishtheirthoughts,opinions,andexperiences,Weiboletuserssharetheirlikes,feelings,andcriticismsaboutTV(Huetal.
,2015).
Duetotheinteractivefeatureofsocialmedia,therelationshipsbetweenusers,usersandcelebritiesbecomecloserthanbefore.
Weibohasbeenacceptedasanirreplaceablemarketingtoolalongwithotherintegratedmediabyboththemarketsandtheacademia(AshleyandTuten,2015;Baym,Zhang,andLin,2004;Brodieetal.
,2013;Fredericketal.
,2012).
Howthecelebrityinteractswiththeirfollowerswouldlargelyaffectfollower'sattitudetowardtheidol.
Inordertomaximizetheeffectsofthisonlinecommunicationandmarketing,researcherstendtoinvestigatetherelationshipbetweenfollowersandsocialmediapersonae.
ManyresearchersfoundthatParasocialInteraction(PSI)worksasthemediatedvariableconnectthemediaconsumerandmediapersonae(Labrecque,2014;TsaiandMen,2016;Tsai,andMen,2013).
Atthemeantime,socialmediaenableuserstogetaccesstoother'sopiniontowardspecificpersonortopic.
Amongthosesocialmediausers,someareactiveones,andsomeare"lurking"ones.
WhatkindofrelationshipbetweenthemHowwilltheyinfluenceeachotherintermsoftheinteractivityandopennessfeaturesofWeiboThesequestionsneedtobeansweredfromtheoreticalinsight.
ThisresearchwillfocusonaChineseactor–YuemingPan,toinvestigatehisfollower'sengagementtohisWeibopage.
Pan'sfollowersarenotthemostonWeibo,however,Paninteractsoftenwithhisfans.
Henotonly"stepinto"hisfollowergrouptotalkwiththem,butalsooften"like"fans'postsabouthim.
Pan'sfollowerswillbeinvitedto3participateinanonlinequestionnaire,tostudythePSIandPSR'smediationtosocialmediaengagement.
PurposeofThisStudyThisstudyattemptstoanswerthefollowingquestions:Whatisthesituationofthecurrentcelebrity-followerrelationshiponWeiboHowdoWeibofollowersconnectwithothersAretheyactiveornon-activeDoWeibopostsemployopennessandinteractivityincreasethePSITowhatextentdoWeibopostsemployopennessandinteractivitypredictorsuser'sengagementDoestherelationshipbetweenusersinfluencetheirattitudetowardthecelebritytheyfollowInthefollowing,theauthorwillreviewtherelatedtheoreticalconstructsandempiricalsupport.
TheliteraturereviewmainlyfocusesonUsesandGratificationstheory,ParasocialInteractiontheory,andparasocialrelationshiptheory,trytoteasethelogicofthisresearch.
Afterthat,asurveywillbeconductedtotestifythehypothesesbetweenvariables.
4CHAPTERTWO:LITERATUREREVIEWUsesandGratificationsTheoryOriginsofUsesandGratificationsTheoryResearchaboutusesandgratifications(U&G)theoryoriginsfromtheprominentfeatureofU&Gtheoryexplainsthemotivationsofaudienceswhoactivelyusemedia,toattaincertainneeds(Katz,Blumer,andGurevitch,1974).
EarlyU&Gscholarsconstructedsomeempiricalandqualitativeresearchtoinvestigatethemotives,functions,andgratificationsoftheaudienceusespecificmediaandcontent,suchasbooks,soapseries,musiconradio,comic,andnewspaper(Waples,Berelson,andBradshaw,1940;Herzog,1942;WolfeandFiske,1949).
Theyconcludedthateachmediausagedecisionwascloselyconnectedwithaudiences'functionalobjects,suchasgetinformation,satisfyone'ssocialrole,orobtainlivesuggestion(Katz,Blumler,andGurevitch,1973).
Accordingtoitsqualitativeresearchfeature,earlyU&Gresearchbeforethe1950sprovidedthefactualbasisbutislackoftheoreticalconsistencyandgroupuniversality(McQuail,1994).
Inordertodiscovermorerelationshipsbetweenperceivedgratificationsandsocialorpsychologicalneeds,scholarsmentionedandtestedmoresocialandpsychologicalvariablesintheirresearch.
Specifically,theyidentifiedmentalability,family5andsocialrelationshipsituation,andrace(Schramm,Lylē,andParker,1961;Gerson,1966).
Ruggiero(2000)identifiedthatU&Gresearchbetweenthe1950sand1960sshiftedfromeffectsmodeltomorefunctionalistperspective.
Inotherwords,U&Gscholarsbelievedthatthereasonwhyuserschoosemediaandmediacontentoriginsfromtheirpurposetoattainspecificfunctions.
Forinstance,Mendelsohn(1964)concludedmanymediafunctionsfromradiolistening:companionship,decreasinglonelinessorboredom,promotingsocialinteractionandsoon.
InresponsetothecriticisminacademiathatU&Gresearchhasavagueconceptualframework,isshortofclearconceptsandexplanatoryequipment,andconsiderationofaudience'sroleinmediacontent,scholarsmademanystudiesduringthe1970s.
Concentratedondifferentobjects(e.
g.
,mediaorcontent),differentmaterials(e.
g.
,programsortypes)anddifferentnations,researchersstudiedamixtureofbothsharedanddifferentU&Gfunctions(Katz,Blumler,andGurevitch,1974).
McQuail,Blumler,andBrown(1972)investigatedfourmaincategoriesoffeatures:diversion(escapefromthereallifestress,andemotionalrelease);personalrelationships(alternativecompanionshipandsocialpurpose);personalidentity(referenceandvalueenhancement);andsurveillance.
Basedonthisclassification,researcherssuggestU&Gstudentsthattheycouldanalyzeandsumneedsbackfromgratifications,suchassecuritydesirefromsurveillance,seekinginformationfrombuildone'scognitivesystem(Katz,Blumler,andGurevitch,1974).
Thisbackwardanalyticmethodcouldbeusedinthelatterresearchtofindmoremediaconsumer'sneeds.
6Katz,Gurevitch,andHaas(1973)suggestedsourcesforresearcherstoinvestigatemediagratifications:uniquemediacontent,typicalattributesfromdifferentmediamodes,andmediaconsumingsituations.
Someresearchersalsofoundthatdifferenttypeofmediasharedthesamefunction,inotherwords,somefunctionsthatprovidedbyonemediumcouldbereplacedbyother(Robinson,1972;Katz,Gurevitch,andHass,1973).
Itleavessomeresearchquestionsforthefollowingresearchers,suchaswhatistheirreplaceablefunctionofmedia,ifthataffectstheuser'susinghabittowardothermedia.
Formediaindustryworkers,theycouldtakeadvantageoftheirreplaceablefeatureofmediatopromoteitseffects.
Windahl(1981)pointedoutthemostprominentdifferencebetweenmasscommunicationseffectsresearchandU&Gresearchisthattheformeroneinvestigatescommunicator'srolemostly,whilethelatteroneemphasizedtheaudience.
CantrilstatedthatU&Gresearchersidentifiedmediausersasactiveparticipants,andtheyconsumedmediaforsocialandpsychologicalneeds,ratherthannon-purposeful.
Regardingtheactivefeatureofmediausers,researchersarguedthatuser'sactivitypresentdynamicallyacrossthewholecommunicationprocess(Levy&Windahl,1984).
Inotherwords,inthecommunicationprocess,differentindividuals,choosedifferentmediatype,consumedifferentcontentandspenddifferenttimeonit.
Speakconcise,user'sactivefeaturebasedontheirdynamicsineveryphraseofmediaconsumption.
Inadditiontotraditionalmediasuchasnewspaper,radio,andtelevision,U&Ghasbeenwellappliedtoinvestigatethegratificationsof"newmedia.
"LeungandWei(2000)concludedthemotivesforusersusingthecellphonearemobility,immediacy,and7instrumentality.
Evenmore,theypredictedtheessentialoriginsofthesemotivesareaffectionandsociability.
UsesandGratificationsoftheInternetSincetheendof20thcentury,U&Gtheoryhasbeenappliedforinvestigatinguser'sreasons,motives,andneedstousetheInternet.
MorrisandOgan(1996)statedthatU&GisavaluableandnaturalparadigmtounderstandandinvestigatetheInternet,sinceitfeaturesuser'sactivecharacterandcoversbothmassandinterpersonalcommunication.
ResearchershavefoundsomegratificationsthattheInternetprovided,suchasescapism,socialization,andinformationcontrol(KorgaonkarandWolin,1999);informed,diversionandentertainment,communication,sights,andsounds(CharneyandGreengberg,2001).
Specifically,undertheinformationseekinggratification,someresearchersfoundthattheInternetuserswouldliketobeinformedbyprofessionalmessagesfromexpertise(FergusonandPerse,2000).
Someresearchersconcludedtwobroadtypesofgratifications:contentpresentedbymedia,suchasinformationorentertainment;orusageprocess,suchasbrowsingorplayingthedevice.
Theysummarizedthesetwoascontentgratificationsandprocessgratifications(Cutler&Danowski,1980;Staford&Stafford,1996;Stafford,Stafford,andSchkade,2004).
ItprovidesanewmodelforthefollowingU&Gscholarsandstudentstostudythetheory.
Theycanbaseonthemessagesusersobtainfrommediaandtheusagesteps,processtoinvestigatethetheory.
8ParkerandPlank(2000)foundthatrelaxationandescapearethekeyvariancesthatpredicttheInternetusage.
TofindthemotivesthatusersconsumetheInternet,researcherssuggestedtheacademiatobaseonthegeneraltypesofhumanbehavior'sincentives:social,status,monetary,enjoyableactivity,novelsensory,andself-reactiveincentives(Bandura,1986).
LaRoseandEastin(2004)appliedtheU&GtotheSocialCognitiveTheory,andtheiroutcomesstatedthatexpectedactivityoutcomes,ascheermyselfup,playagameIlike,feelentertained,andhearmusicIlikeiscloselyconnectedwithentertainmentgratifications.
TheonlinecommunitygatherstheInternetuserstogetherbytheirsharedinterests,likeness,values,profitsormotives.
Eventhoughtheydonotmeetonline,thefunctionsthewebsitesprovide,suchasonlinechat,comments,anduploadphotosletusersenjoytheexperienceonavirtualcommunity.
Therearemanysitesthatserveasthedifferentvirtualcommunity,whetheruserschoosetouseorcontinuetobeactiveinthecommunityrelyontheirneedsandusesaresatisfied(Sangwan,2005).
User'sneedssatisfactionisbeneficialtotheirattitudetowardmedia(Severin,andTankard,2001).
AccordingtoBagozzi,andDholakia(2002),virtualcommunitiesthatcoversufficientknowledgesatisfieduser'saffectiveandsocializedneedsthroughtheirparticipationandinteractioninthecommunity.
AmongthegratificationsthatfoundbyU&Gresearchers,Internetaddictionismorerelatedtoprocessgratifications.
However,regardingthenegativeoutcomeoftheInternetaddiction,researchersalsofoundthattheaddictiongratificationwouldleavetheInternetusersawayfromtherealworld(Song,LaRose,Eastin,andLin,2004).
9ParkerandPlank(2000)suggestedfutureresearchtoinvestigatemoredetailedgratifications.
Specifically,theystatedthatthereasonwasadifferenttypeofwebsitesmightrevealdifferentmotivationsandneeds.
TheInternetcommunicationresearchershavepredictedthehugecommercialandmarketingeffectsofit(Drèze&Zufryden,1997;Stafford,StaffordandSchkade,2004).
Withthedevelopmentofe-commerce,theacademianeedstoknowbetterthereasonwhyconsumerschoosetheInternet,sothattoprovidetheoperationalguidesforenterprise(Stafford,StaffordandSchkade,2004).
UsesandGratificationsofSocialMediaTheInternethaschangedthewaypeopleinteractandcommunicatewithothers(Raacke,andBonds-Raacke,2008).
Thebeginningoforiginsofsocialnetworkingsitesputinsightsonaspecificpopulationthatwithsimilarinterests,suchasMySpaceandFacebook.
Thefunctionstheyprovide,suchaspostpersonalinformationandpictures,leavecommentsandlatesteventsexpandthecontentandstylethatfriendscommunicateonline.
AccordingtoKaplanandHaenlein(2010),socialmediais"agroupofInternet-basedapplicationsthatbuildontheideologicalandtechnicalfoundationsofWeb2.
0,andthatallowthecreationandexchangeofuser-generatedcontent".
Withthewiderangeofdigitaltechnologies,usersadoptmanydifferentmediatosatisfytheirintegratedneeds.
Quan-HaaseandYoung(2010)foundthatFacebookservesasprovidingfunandnoticesocialupdatesinone'ssocialnetwork,whileinstantmessagingservesmoreonmaintaininganddevelopingthe10relationship.
Itrevealsthatbothonlineandofflinecommunicationtoolsintegratetogethertoconstituteindividual'ssociallives(Baym,Zhang,andLin,2004).
Anotherfeatureofsocialmediaisthatusercanbebothcontentcreatorandconsumer,socialmediasuchasYouTube,Twitter,InstagramandTumblrisalsoidentifiedasuser-generatedmedia(UGM).
Shao's(2009)analyticalframeworkexplainthewayandthereasonwhyusersusingsocialmedia:participatingintheinteractionbyproducingone'suniquepersonalcontent,sothatconsumemediaatthesametime.
Healsoconcludedaclearstatementofuser'smotivesfromthethreereasons:usersconsumecertainUGMcontentforminformationandentertainment,theyparticipateforsocialinteractionandonlinevirtualcommunitydevelopment,andtheyproduceuniquecontentforself-expressionandself-actualization.
Park,Kee,andValenzuela(2009)concludedfourprimaryneedsforparticipatinginFacebookgroup:socializing,entertainment,self-statusseeking,andinformation,fromtheirsurveywhichwasconductedtoinvestigate1,715collegestudentswhojoinedFacebookGroups.
Eventhoughunderdifferentdemographiccharacteristics,thebasisforindividualsjointhesameonlinegroupsistheirsharedinterests(KayeandJohnson,2002).
Similartotheformergratificationssuchassocializingand(social)information,Quan-HasseandYoung(2010)foundfourmoretypesoffactorsthatobtainedfromFacebookgratifications:pastime,affection,fashion,andshareproblems.
Theyalsostatedthattherelationshipbetweendifferentsocialmediaisnotmutuallyexclusive,butisinterrelated.
11User'sdifferentdemographicbackground,suchassex,nations,age,andpersonalitywouldleadtodifferentusesandgratificationsfeatures(Raacke,andBonds-Raacke,2008).
Correa,Hinsley,andZuniga(2010)foundthatbothextrovertedfemaleandmalewerelikelytofrequentsocialmediausers,whilemenwithunstableemotionwerelikelyregularsocialmediausers.
Personalitiessuchasneuroticism,opennesstoexperiences,conscientiousness,andagreeablenessarealsopredictorsforInternetandsocialmediause(Ehrenbergetal.
,2008).
AsurveythatwasconductedtoinvestigatetheU.
S.
collegestudent'ssocialmediausagestatusshowsthattheyoungeruserswhohaveahigherdegreeofSociabilityandNeuroticismweremorelikelytohavesocialmotivestousesocialmedia(Hughes,Rowe,Batey,andLee,2012).
WiththecriticismofU&Gtheoryistoogeneralinthecommunicationacademia,researcherstendtoinvestigatespecifiedoneactivity,suchassharingnews(LeeandMa,2012).
Theyfoundthatuserswhohadstronginformationseeking,socializing,andstatus-seekingmotivationsrevealedthattheyweremorelikelytosharenewsonsocialmedia.
Researchersalsofoundthatbloguserswhowouldliketosharemoreinformationontheirbloghadmotivationsforbuildingsocialrelationshipsandreputations(HsuandLin,2008).
Socialmediaalsoserveasexchangechannelforconsumerandbrandtointeract.
Byconsumer'sengagementinsocialmedia,suchasexpress,interact,create,andsharebrand-relatedinformation,thebrand,orthecompanyalsogainmanybenefits(Muntinga,Moorman,andSmit,2011).
SimilartoShao's(2009)user-generatedmediauser'sactivityframework:producing-participating-consuming,theydevelopedthreetypesofuser'sparticipationin12brand-relatedsocialmediapage:consuming-contributing-creating.
Baseonformerliterature,theyexampledcertainactivitiesofeachtype(LiandBernoff,2008).
Forexample,usersconsumebrand-relatedsocialmediabyreading,viewing,listening,watching,playinganddownloadingrelatedcontent;theycontributetobrand'svaluesbycommenting,ratingproducts,andengaginginconversationswithonlinebrandcommunity;lastly,userscreatetheirpersonalizedcontentbywritingarticlesandreviews,uploadingverifiedtypesofbrand-relatedcontent.
User'ssomeusagefeaturesappearinthesamecontext,andresearchersfoundthatsomeofuser'susingmotivationspredictspecificfeatureuse.
Forexample,descriptiveinformationsharingmotivationspredictsomeusepatternsuchasstatusupdatesanduseofGroups;socialinteractionmotive,specificallypresentsascommunicationwithothersonsocialmediapredictfeaturesascommenting,privatemessaging,andchat(Smocketal.
,2011).
Theinteractivefeatureofsocialmediaenablesindividual,organization,company,andbrandtocommunicatewithaudiences,notjustdelivermessages.
Itsengagementisparticipatoryandreciprocal(Heldman,Schindelar,andWeaverIII,2013)thatpromotesconversationsduringtheprocessofcommunication.
Moreover,thiskindofengagementwouldalsoleadtoanintimateandlong-termrelationship.
Socialmediaengagementresearchisalsowidelyappliedinstimulatingconsumer-brandrelationshipundermarketingliterature(Sashi,2012).
Hedevelopedacycleframework13ofthecustomerengagement.
Thespecificstagesareconnection,interaction,satisfaction,retention,loyalty,andengagement.
SocialMediaEngagementThemarketingfieldhasbeengreatlyvaluedforbrandingbymarketerstoattainavarietyofmarketingobjectivesincludingresearch,customer-brandrelationshipmanagement,service,andsalespromotions(Murdough,2009;AshleyandTuten,2014).
Marketersalsoparticipateinsocialmediaasoneoftheirbran'spersona,andtheycanbepartofthemarketingcampaignbypublishingbrandedcontentorcommunicatewiththecustomertopromotetheirengagement(TutenandSolomon,2013).
Researcherssuggestedbrandmarketersdevelopcustom'ssocialmediaengagementbyincreasingtheirconnectiontoabrand-relatedstory(MartinandTodorov,2010).
AshleyandTuten(2014)suggestedsomesocialmediastrategiesthathadcorrelationswithcustomerengagement.
Theystatedthatthenumberandfrequencybrandpostrelatedtweetshadgreatimportanceinattractingmorefollowers.
Theyalsomentionedsomecharacteristicsthatappealfollowers,suchaspostswereresonant,vivid,andpostsincludeexperientialappealshavebetterbrandconduction.
Socialmediaenvironmentservesasanonlinevirtualcommunityforuserscommunication.
Theirsocialrelationshipsestablishanddevelopthroughincreasinginteraction(Kozinets,1999).
Member'sengagementandparticipationarestrengthenedandintensifiedbycommunityactivities(Brodieetal.
,2013).
However,researchershavefound14thatconsumer'sengagementinthecommunityhasaweakrelationshipwiththeirloyaltytothecommunityintermsoftheirrepurchaseintentionandrecommendationlikeness(Shang,Chen,&Liao,2006).
Raes,Mühlbacher,Gavard-Perret(2015)concludedfromresearchthatthoughfirmlyaffective,normativeandcalculativecommitmentsmightbethereasonwhymembershaveintensebrandloyalbehavior,theyarenoprerequisiteforthat.
Itcallsformoreresearchonacademiatostudythetheory,thereasonthatpredictsbrandloyalbehavior.
Intheentertainmentcontext,theacademiaalsostatedthattherelationshipbetweenviewerandtherealityshowhasastrongpredictionofviewer'sloyalty.
Lewin,Rajamma,andPaswan(2015)investigatedvariablessuchasself-showconnection,fulfillment,andco-productionhaveapositiverelationshipwiththeinvolvementoftherealityTVshow.
However,theyshowalittlecontributiontogreaterviewingloyalty.
Wisneski(2015)statedthatsocialmediapostsrevealedinteractivityandopennesspromoteaudiencesengagementbroughtabouttheirPSIwiththepersonalitiesinseries,thiswouldleadtotheaudienceviewingloyalty.
ParasocialInteraction(PSI)OriginsofPSIResearcher'sinterestsinparasocialinteraction(PSI)originfromtheexpansionofmassmedialikeradioandtelevision.
HortonandWohl(1956)describedPSIasanillusionaryrelationshipthatmediaconsumerimaginetheyhavewithmedia"personae,"suchasnewscastersandshowhosts.
Thefieldof"personae"laterexpandstoTVshowcharacters15(Rubin,Perse,andPowell,1985),andcelebrities(Caughey,1984).
Throughtheirconsumptionofmediacontent,mediausersimaginethattheyhavedirectconversationandinteractionwithmediapersonaeduringtheprocess,whichseemedliketheydirectlycommunicatewithrealfriends.
TheirPSIexperiencecomeswithfullexpressionasseekingforinstructionfrommediapersonae,imagingtoparticipateintheprogram'sactivity,andevendesiringtomeetthosemediaperformersinreallife(Rubinetal.
,1985).
TwofeatureswerecollectedfromTVviewersandradiolistener'sPSIwithcharacters.
Thefirstoneisinteractivity,whichmeanstheinteractionbetweenmediapersonaeandconsumers.
Itcouldberealizedbyadjustingtheangleofthecamera,eyecontactwithaudiencesandstaringcontest(Auter,1992).
Thesecondoneisopenness.
Similartotheroleofprivatemessagesinfriendship,intrinsicinformationandself-disclosuredetailsmakeaudiencesfeelintenselyconnectedwiththemediapersonae(Auter,1992;Meyrowitz,1986;Stern,Russell,andRussell,2007).
MessageswithinteractivityandopennesswillintensifythePSIbetweenmediaandconsumers(Labreque,2014).
Additionally,Turner(1993)foundthathomophilywasthestrongestpredictorforaudiencestohavePSIwithTVperformers.
Beforethis,attitudeandbehaviorhomophilyhavebeenfoundtobeimportantininterpersonalandmass-mediatedrelationships(Kendall&Yum,1984).
Homophilyisalsocalledsimilarity;inotherwords,homophilyreferstothesimilarityaudienceshavecomparedwiththecharacter,suchasphysicalattributes,beliefs,values,characteristicsinpersonality,demographicvariables,andexperiences(Eyal&Rubin,2003).
16ResearchershaveinvestigatedthecorrelationbetweensomevariablesandPSI.
BergerandCalabrese(1974)mentionedthatthedecreaseofuncertaintyimprovedtheinteraction.
KellermanandReynolds(1990)mentionedthatone'sunderstandaboutanotherdecreaseinterpersonaluncertainty.
LazarsfeldandMerton(1954)concludedthatsharedattitudesandbelieftowardsomethingalsoaffecttheinteraction.
Similarly,Giles(2002)suggestedthatuser'slikenesstowardmediaandpersonaewouldpredictinteraction.
PSIonSocialMediaTheappearanceofsocialmediahaslargelychangedthewaypeoplebeinginformed,communicating,andconsuming(Hennig-Thurauetal.
,2010).
Manycompaniesandbrandshavebuiltsocialmediapagetodisseminaterelatedmessages,andsomeeventakesocialmediaastheessentialmarketingmeans.
Theadvantagesofthislow-costonlinetoolsareobvious:brandscanadvocatetheiruniquevaluesthroughvariedforms,andtheycanobtainconsumer'sattitudetowardbrand'sproductsorrelatedinformationinturn.
SomeresearchersusePSItheorytoexplainthestrongtiebetweenconsumerandbrandonsocialmedia:brandtakesadvantageoftheintimateconnectionsbuiltthroughsocialmediasothattobuildupstrongbondswithconsumers(Labrecque,2014).
HealsomentionedtheeffectsPSIbringreversely,basedontheintimaterelationshipincreasedbyinteractivityandopenness,consumersshowloyaltytothebrandandwouldliketoprovideinformationasfeedback.
17Duetothetechnicalcharacteristicofsocialmedia,consumersperceiveinteractivityduringthesocialmediaconsumingexperience.
Basedonthetechnologies,marketersshouldthinkofeverystagethoroughlytopromotePSI.
McMillanandHwang(2002)mentionedsomesteps,suchasnavigatingexperience,feedbackmechanism,andthespeedwebsitereplytoconsumers.
However,SongandZinkHan(2008)havestatedthattheybelieveinteractivitydependsonconsumer'ssubjectiveperception,althoughtheyalsoemphasizedthattheperceptionthemutualcommunicationexperiencewouldincreaseinteractivity.
ConcerningtheefficiencyofthePSIbuildingprocess,Labrecque(2014)alsosuggestedthatlisteningandrespondingenforcethepositiveoutcomesofPSI.
Specifically,thesepositiveoutcomesturnouttobeconsumer'sactivedesiretotrust,showloyaltytothebrandandwillingnesstoprovideinformation.
Someresearchersdiscussedtheefficiencyoforganization-publicrelationshipinamoreempiricalperspective.
TsaiandMen(2016)focusedonthecommunicationsthattheorganization'sleaderconducttotheirsocialmediafollowers.
Throughtheirquantitativesurveywith332socialmediafollowers,theystatedthat,asthecorporateleaderoftheorganizations,corporateexecutiveofficerscouldincreasefollowers'favorablefeelingbytheirparasocialinteractionsandrelationships.
Beingsimilartothecelebrities,socialmediagivetheseseemlyuntouchablepeopleachanneltoexpresstheiruniquepersonalfeaturesandtoshowtheirdailylivesandactivities(Kantola,2014).
Thehumanitythattheyshowonsocialmediawill,inturn,promotingorganization'simagestotheviewers.
18ConsideringthereasonwhymediaconsumersconstructPSI,someresearcherstriedtousepsychologicalfactortopredictPSI.
Researchershaveexploredthatpeoplewhofeellonelywouldliketorelymoreonthiskindofinteractionratherthanothersocialrelationships(SpitzbergandCupach,2008).
Similarlytothisconnection,previousstudieshavestatedthatfandomactivitiesmightalsoleadtothefeelingofexcludedandloneliness(Leary,1990;Smith,Fisher&Cole,2007)sincefandomculturebelongstominorityproducts(Rokach&Brock,1996).
O'Donovan(2016)appliedqualitativeandquantitativeresearchtostudyhowfandomactivitiesaffectPSI.
Theoutcomeofqualitativeresearchrevealsmanysubjectivedetailsfromrespondents.
Throughtheiranswers,manyfansmentionedthatthey"feelclosertocelebrity"duetothemoresocialmediainteraction.
Furthermore,theresearcherconcludedthecorrelationbetweenfandomactivitiesandPSIseemedlikearecycleeffectthatnotonlytheformerwouldintensifythelatter,butalsothePSIwouldincreasemorefandomactivities.
Assomeparticipantsmentioned,withtheclosenessfeelingwiththefigure,theywouldliketo"writefiction""sharemyownideas"and"interactwithotherfans"(O'Donovan,2016).
However,duetothelimitednumberofthequantitativeresearchinthisstudy,thepositivecorrelationbetweenFandomParticipationandPSIwasfoundnotsignificant.
Inthesocialmediacontext,researchersextendtheimplicationofPSItotheathleteandtheirfollowers.
Someresearchersinvestigatehowuser'smotivationsaffecttheirinteractionwiththeathlete(Frederick,Lim,Clavio,andWalsh,2012).
Theyfoundthatathlete'ssociallevelwouldstronglyaffectfollower'sPSI,suchasthedesiretohavean19intimaterelationshipinreality.
Furthermore,theyfoundthecorrelationswithtraditionalmediaalsoworkinthesocialmediacontext.
Specifically,affinity,uncertaintydecrease(Perse&Rubin,1989),andsimilarattitude(Turner,1993)werefoundcorrelatedwithsocialmediafollower'sPSIwiththeathlete.
TheyalsofoundthatinformationsharingwasimportantforPSI.
PSIisone-sidedthatmediauserscanmaintainanenduringactivestatusintheirrelationshipswithmediapersonas(Kassing&Sanderson,2010;Fredricketal.
,2012),whilesocialmediacontainsmutualfeatures.
Therefore,itisnecessarytoinvestigatehowsocialmediavitalizePSIwithnewcharacteristics,especiallyunderthecontextthatthewideusageofsocialmediaarisesfromcelebritiestopolitician,thevarietyshowtoTVseries,companytonon-profitorganization.
OpennessOpennessshouldbeoneofthepredictorsofPSI.
IntheearlyPSIresearch,researchers(HortonandWhol,1956)havefoundthatperformerscouldapplymanystrategiestoincreaseaudience'sintimacyperception,suchasadjustingcameraangelsoraddingcommunicationwiththem.
Later,duringanexperimentthatwasconductedin1992,itshowsthatthecharacterthat"breakingthefourthwall"couldspeakdirectlytotheaudiencepresentedmoreopennessintheperformance.
TheintimacyandcandorpromotedfromthisadjustmentresultedinthehigherlevelofPSI(Auter,1992).
Oswald,Clark,andKelly(2004)concludedthepositivepredictionofopennesstofriendshipsatisfaction.
Beingsimilarto20friendship,thedegreeofPSIhasacloserelationshipwithintimacyandtrust,whicharepresentedastheinformationreveal(Labrecque,2014).
Specifically,informationthatrevealspersona'sinsideaspects(Meyrowitz,1986),perceivedself-disclosure(PerseandRubin,1989),andpersonaldetails(Stern,Russell,andRussell,2007)increaseviewer'sperceivedPSIwiththepersona.
Opennessandtransparencyhavebeenseenastwobeneficialelementstopromotetheefficiencyofbusinesscommunicationinformerstudies(TsaiandMen,2015).
Thatencouragescorporateleaderstorevealmorepersonalinformationonsocialmediatoabridgethegapbetweenthemandconsumers.
Also,differentdegreeofperceivedinterpersonalopennessofcelebrity'ssocialmediapostswillpredicttheparalleldegreeofPSI(Labreqcue,2014).
Giventhisresearchresult,somescholarspredictedthatcelebritieshaveahigherattitudetowardonlineself-closuremoderatethepostingfrequencyandcelebrity'sPSI(LedbetterandRedd,2016).
Workingtogetherwithinteractivity,theycanboostconsumer'sPSIwiththebrandthroughsocialmediaplatform,whichpresentsastrust,loyalty,andwillingnesstorevealinformation.
Inconversation,opennesshasbeenprovedtopromotepublicengagement,throughwhichcompany,celebrityororganizationcouldbuildpositiveperceptions(Sweeter&Metzgar,2007).
Intermsoftheintimate,frequent,andconfessionalcharacteristicsofsocialmedia(ChungandCho,2017),itiseasyforpeopletoreinforcethedegreeoftheirself-disclosurebytwodimensions:breadthanddepth.
Theycannotonlyintensethebreadthofself-disclosure21bypostnumbers,butalsointensethedepthofthatbypostingsomemessagescovertheirprivateinformation,insideinformation,andemotions(Marwick&Boyd,2011).
InteractivityInteractivityhasbeenasauniquefeatureoftheInternet.
Theconceptofinteractivitypresentsasdifferentwaysintoday'sonlineenvironment.
Duetothedevelopmentoftechnicalfunctions,thewebsiteenablesuserstofeelinteractivitythroughsomeusefulfeatures,suchastheabilityofnavigation,feedbackmechanismorspeed(McMillanandHwang,2002).
Researcherstendtoclassifythetechnicalinteractivityasfunctionalinteractivity(Smith,2010).
Also,someresearchersregardtheonlinecommunicationwassimilartointerpersonalcommunicationthattheinteractivityreliesonthecloseness(Rafaeli,1988).
Duringanexperimentwhichtoinvestigatetheeffectsofinteractivity,researchersfoundthattheinteractivityofapoliticalwebsiteincreasesthepositiveimpressionandthelevelofagreementtothatpolitician(Sunder,Kalyanaraman,andBrown,2003).
Someresearchersarguedthattheeffectsofinteractivityproducedfromtheperceptualvariable–perceivedinteractivity(McMillanandHwang,2002).
Onlineinteractivityhasbeenseentoincreasetheinvolvementofwebsite.
TheearlyPSIresearchersdefinedPSIas"interpersonalinvolvementofmediauserwithwhatheorsheconsumes"(Rubin,Perse,andPowell,1985).
ScholarshavebeentriedtoinvestigatetherelationshipofinteractivityandPSI.
IntheearlyPSIstudy,Auter(1992)arguedfromaTVprogramthatthecharacterincreasedtheperceivedinteractivityby"directlyaddressingthe22audienceandadjustingtosupposedresponses,"andresultedinparasocialinteraction.
Inanexperimentwhichtoinvestigatetheuser'sattitudetowardadifferentlevelofinteractivity,resultsshowedthatwebsitewithhighinteractivitywaslikelytostimulateuserstopostfeedback(ThorsonandRodgers,2006).
Inaresearchthattoinvestigatehowcelebrityathletesusesocialmedia(Twitter)toincreasepromotions,theyfoundthemostfrequentwaytheyuseisdirectcommunicationbetweenfollowers,whichistheinteractivity(HambrickandMahoney,2011).
AccordingtoSteverandLawson(2013),celebritieswhoreadtheirfollower'ssocialmediaposts,replytothemandhaveadialoguewithfollowersareparticipatinganewformofdiscourse.
Itrevealstheessentialimportanceofanalysisofcelebrity'sinteractivepresenceonsocialmedia.
Whiletheevidentfeatureofparasocialinteractionismediaconsumer'sillusionaryfeelingtothepersonae,socialmediaenablethepastimaginaryconnectiontoareal,public,andvisibleconversation.
Moreover,socialmediaengagefansinthedirectaddresswithcelebrity(MarwickandBoyd,2011).
Forcelebrities,theirinteractivestylewillincreaseordecreasetheinterpersonalclosenesswithfollowers(Fredrick,Lim,Clavio,andWalsh,2012).
ParasocialRelationship(PSR)Parasocialinteractiontheoryhasbeenusedtodescribemediaconsumer'sillusionaryrelationshipswithmediapersonae,andtheserelationshipsareusuallyone-sided.
Comparedtointerpersonalinteractionorrelationship,parasocialrelationshiptypicallymaintainedwithaweakerbond(BallantineandMartin,2005).
Somescholarsconsideredparasocialinteraction23andparasocialrelationshipasdifferentconcepts.
Theythoughttheinteractionhappenduringtheprocessofmediaconsumption,andtherelationshipoccursafterthat(McDonald,andHu,2005).
However,thenumberofencounterswillbeintensethelevelofparasocialrelationshipwithmediapersonae.
Duringeveryencounter,mediaviewerwillformanopinionaboutmediapersonaeandtheirfeelingsaboutthatpersongraduallybuildtointensetheirparasocialrelationships,justaswithinterpersonalrelationships(Auter,1992;Alperstein,1991).
Withtheintensificationofthatrelationship,"viewing"willbeseenasmaintainingmeansforthisfriendship(Rubin,Perse,andPowelll,1985).
Inatelevisionshow,characterincreasedtheintimacywithaudiencesbydirectlyaddressingtothem.
Itseemslikethecharacterbreakanimaginaryfourthwall,whichalsoincreasesthedegreeofinteractivity(Auter,1992).
Asmessagescarrier,medianotonlyaltertheformofcommunicationbutalsoaffecttheresultof"parasocialbility"duringthecommunicativeprocess(Auter,1992).
ParasocialinteractionwiththecharacterappearedmanytimesintheprogramonTVisusedtoseethehighestlevelofparasociability(BallantineandMartin,2005).
Thoughparasocialinteractionhappensbetweenmediapersonaeandtheindividual,italsoexistsintheface-to-facesituationwherehavelotsofmediaconsumers.
Especiallyintheonlinecommunity,someInternetusersinteractwithothers,butsomejustreadtheinteractionbetweenotherslikeabystander.
Whentheyobserveotheruser'scommentsandconversationsonline,itseemsliketheybecomepartofthatbutnotparticipateinthat,whichissimilartotheone-sidedparasocialinteraction.
24Laken(2009)summarizedthekeycharacteristicsofparasocialinteractionorparasocialrelationship:theinteractionismediatedthroughmedia,therelationshipshouldbeone-sided,anditseemslikefriendshipinreallife.
Intheonlinecommunity,usersaremutuallyaffectedbytheiractivities.
Itisproposedthatnon-participants'attitudesandbehaviorsmightbeinfluencedbyactiveusers(BallantineandMartin,2005).
Itisnecessarytoinvestigatehowparasocialrelationshipworksbetweendifferentlevelsofparticipateonlineusers.
Peoplebuiltthevirtualrelationshipinvirtualcommunitiesformeetingtheirsocialneeds,andfindingsshowedthattheInternetusageintensityplayedanimportantroleintheformationoftheonlinevirtualrelationship.
Thereisadifferencebetweenactiveusersandlurkings(MarcoLeimeister,Schweizer,LeimeisterandKrcmar,2008).
25CHAPTERTHREE:RESEARCHHYPOTHESESPromotingsocialmediaengagementisanimportantstrategyforthemarketerinthecurrentdigitalenvironment(ChuandKim,2011).
Forcelebrities,socialmediaworkaspresentationalmediaforself-disclosureandtoolsforbranding(Marshall,2010).
Moreover,socialmediaserveasamediatedchannelthatconnectscelebrityandtheirfollowers.
Itisnecessarytoinvestigatetheeffectivenessofcelebritysocialmediapageforpromotingfollower'sengagement.
Pastresearchersinvestigatedtheantecedentsofsocialmediaengagement,resultsshowedthat"involvement"wasstronglyconnecttoconsumerbrandengagement,andtherelationshipbetweenconsumerandthebrandalsopredicttheengagement(Hollebeek,Glynn,andBrodie,2014).
TsaiandMen(2013)concludedfromtheirresearchthat,relationship-orientedrole,suchasparasocialrelationshipplayedasignificantroleinpromotingconsumersocialmediaengagement.
Resultsrevealedthatanintimateandpersonalrelationshipwiththecommunicatorpredictedmoreengagementswiththatsocialmediapage.
Parasocialinteractionreferstoanimaginaryone-sidedrelationshipwithhumansappearinginthemedia,suchasactors,celebrities,charactersandpersonae(Giles,2002).
Underthesocialmediacontext,peopleinvestigatedthepredictorsofthisrelationship.
26ResearchersfindthatmessagesfeaturedperceivedinteractivityandopennessformPSIincommunication(Labrecque,2014).
Inturn,mediaconsumerswhobuiltPSIwiththemediafigurewerelikelytoprovideinformationandpresentedloyaltyintention.
Thereareafewpiecesofresearchtomeasurethepredictorsofsocialmediauser'sparasocialinteractiontocelebrityinChina.
BasedonthepreviousresearchresultsthatopennessandinteractivityaretwoantecedentstoPSI,andrelationship-orientedfactorsstimulateuser'sengagementinturn.
Regardingthemediationofopennessbetweenusers,thefirstandsecondsetsofresearchhypothesesare:H1a:Perceivedopennessofcelebrity'sWeibopostswillbepositivelyrelatedtoPSI(COPPSI);H1b:Perceivedopennessofcelebrity'sWeibopostswillbepositivelyrelatedtosocialmediaengagement(COPEGM);H1c:PSIwillbepositivelyrelatedtosocialmediaengagement(PSIEGM);H2a:Perceivedinteractivityofcelebrity'sWeibopostswillbepositivelyrelatedtoPSI(CPIPSI);H2b:Perceivedinteractivityofcelebrity'sWeibopostswillbepositivelyrelatedtosocialmediaengagement(CPIEGM).
Socialmediaenablebothactiveusersand"lurking"tosatisfytheirdifferentmediaconsuminggratifications.
FunctionsofWeiboenableuserstocomment,like,orrepostcelebrity'sposts,andaddpicturesandemojisintheircomments.
What'smore,userscanevenlikeandreplytoother'suser'scomments,whichincreasetheinteractivitybetween27users(fans).
Literatureusesdifferentterms,suchas"passiveuse""passiveparticipation"or"lurking"todescribeuser'sdifferentformsofbehaviors(MenandTsai,2013).
Afterreading,commenting,andlikingotheruser'spostsontheirsharedcelebrity'sWeibopage,usersidentifyanddevelopone-sidedparasocialrelationshipsmutually(Brownetal.
,2007).
ThemechanismofWeiboallowscelebrity'sfollowerstoactivereleasetheirknowledgeabouttheiridol,andalsoallowsuserstocommunicatewitheachotherundercelebrity'sposts.
However,thereareafewpiecesofresearchtoinvestigatewhethertheparasocialrelationshipsbetweenfollowers,anduser'sparasocialinteractiontothecelebritywouldincreasefan'sengagementinthecelebrity'ssocialmediapage.
TotestthedifferentmediationofPSRandPSItosocialmediaengagement,thethirdandthefourthsetsofhypothesesofthisresearchare:H3a:Perceivedopennessofotheruser'sWeibopostswillbepositivelyrelatedtouser-user'sPSR(UOPPSR);H3b:Perceivedopennessofotheruser'sWeibopostswillbepositivelyrelatedtosocialmediaengagement(UOPEGM);H3c:Parasocialrelationshipwillbepositivelyrelatedtosocialmediaengagement(PSREGM);H4a:Perceivedinteractivityofotheruser'sWeibopostswillbepositivelyrelatedtouser-user'sPSR(UPIPSR);H4b:Perceivedinteractivityofotheruser'sWeibopostswillbepositivelyrelatedtosocialmediaengagement(UPIEGM).
28Figure1showsthehypothesizedpathsfromcelebrity'spostsemployperceivedopennessandperceivedinteractivity(itemsCPI1-CPI5)toparasocialinteraction(itemsPSI1-PSI5)andsocialmediaengagement(itemsEGM1-EGM6).
Italsopresentsthepathsfromotheruser'spostsemployopenness(itemsUOP1-UOP4)andperceivedinteractivity(itemsUPI1-UPI5)directlytotheparasocialrelationship(itemsPSR1-PSR5)andsocialmediaengagement(itemsEGM1-EGM6).
Additionally,thismodelshowsthemediationeffectofparasocialinteractionandparasocialrelationshiptosocialmediaengagement.
Figure1.
ResearchHypotheses29CHAPTERFOUR:METHODOLOGYThisresearchfocusedontheWeibopageofYuemingPan,afamousactorinChina,toinvestigatethecelebrity-followerandfollower-followerrelationships.
PanopenedhisWeiboaccountonDecember13,2010.
AsofJan.
22,2018,hisfollowershavereached3.
3million.
ComparedtoothercelebritiessuchasHanLu(42million)andMiYang(79million),Pandoesnothavethelargestnumberoffollowers.
However,Panisknownforhisinteractionswithfans.
Heoften"likes"hisfollower'spostsandeven"stepsinto"hisfollowergrouptosurprisehisfansandfacilitatediscussionsamongthem.
DesignandSampleAnonlinesurveywasconductedamong595ofPan'sWeibofollowersduringFebruary2018.
Surveyinvitationsweresentthroughsocialmedia,includingWeiboandQQ.
DatawerecollectedthroughAskForm,oneoftheleadingonlinesurveyplatformsinChina.
ThesurveystrictlyfollowedtheprinciplesofIRB,andparticipationinthesurveywasvoluntary.
30Thedistributionsofrespondents'genderandageareshowninTables1and2,respectively.
Most(96.
3%)oftherespondentswerefemaleandnearly90%ofthemwere18-33yearsold.
Table1SampleGenderFrequencyPercentValidPercentCumulativePercentValidFemale57396.
396.
398.
0Male122.
02.
0100.
0Missing101.
71.
71.
7Total595100.
0100.
0Table2SampleAgeFrequencyPercentValidPercentCumulativePercentValid18-2541669.
969.
969.
926-3311419.
219.
289.
134-41406.
76.
795.
842-49111.
81.
897.
650-5720.
30.
398.
0Missing122.
02.
0100.
0Total595100.
0100.
031SurveyInstrumentThesurveyquestionnairewerefirstdesignedinEnglishandthentranslatedintoChineseforrespondents'convenience.
Instructions,includingtheinformedconsent,werepresentedbeforeparticipantsansweredthequestionnaire.
Thesurveycontained38questionsandtookapproximately15minutestobecompleted.
BothoftheEnglishandChineseversionsofthequestionnaireareprovidedintheappendix.
MeasurementThequestionnairecontainedmeasuresofthefollowingsevenvariablesasbelow.
Perceivedopennessofcelebrity'sposts(COP)wasadaptedandmodifiedfromLabrecque(2014),andcontainedfourLikert-scalequestions:"[Celebrity]'spostsareopeninsharinghis/herlife,""[Celebrity]'spostskeepmewellinformedabouthis/herwork,""[Celebrity]'spostsdon'tholdbackhis/herinformation,"and"[Celebrity]'spostsareopeninexpressinghis/heremotions/likeness".
Perceivedinteractivityofcelebrity'sposts(CPI)wasmeasuredbyfiveLikert-scalequestionsmodifiedfromSongandZinkhan(2008),ThorsonandRodgers(2006),andWilloughbyandL'Engle(2015):"[Celebrity]readswhatIpostonhis/herpage,""[Celebrity]wasabletorespondtofollower'sspecificquestionsorrequirement,""[Celebrity]makesmefeellikeIdirectlycommunicatewithhe/she,""[Celebrity]will"like"mypostsifmycommentsareunique,"and"[Celebrity]willrepostmypostsabouthe/sheifmypostsareunique.
"32ParasocialInteraction(PSI)wasmeasuredbyfiveLikert-scalequestionsextractedfromRubin,Perse,andPowell(1985):"[Celebrity]makesmefeelcomfortable,asifIamwithafriend,""WhenIinteractwith[Celebrity],Ifeelincluded,""Icareaboutwhathappensto[Celebrity]""Ihope[celebrity]canachievehis/hergoals,"and"If[Celebrity]achievehis/hergoals,Iwillfeelhappy.
"Perceivedopennessofotherusers'posts(UOP)wasmeasuredbyfourLikert-scalequestionsmodifiedfromLabrecque(2014):"Otheruser'spostsareopeninsharingtheiropinion,""Otheruser'spostskeepmewellinformedaboutthatcelebrity,""Otheruser'spostsdon'tholdbacktheirknowledgeaboutthatcelebrity,"and"Otheruser'spostsareopeninexpressinghis/heremotions/likenesstothatcelebrity.
"Perceivedinteractivityofotherusers'posts(UPI)wasmeasuredbyfiveLikert-scaleitemsadaptedfromLabrecque(2014),SongandZinkhan(2008),andThorsonandRodgers(2006):"OtheruserreadwhatIpostunderhis/hercomments,""Otheruserwillrespondtomyquestionsaboutthatcelebrity,""OtherusermakemefeellikeIdirectlycommunicatewithhe/she,""Otheruserwill"like"mypostsifmycommentsareunique,"and"Otheruserwillrepostmypostsabouthe/sheifmyhe/sheagreeswithmyopinionaboutthatcelebrity.
"Parasocialrelationship(PSR)withotheruserswastestedbyfiveLikert-scalequestions,modifiedfromYuan,Kim,andKim(2016),GleitmanandGleitman(1997),Koeppeletal.
(1993),Venkatesh,Morris,Davis,andDavis(2003),andRustetal.
(2004):"Otheruserpersonalizemyknowledgetothat[celebrity],""Interactivitybetweenusersmakemefeelmorecloselyrelatedtothat[celebrity],""OtherusersmakemefeellikethatI'mpart33ofthem,""Theinformationabout[celebrity]providedbyotheruserinterestme,"and"Icangetmoreinsightsabout[celebrity]fromotheruser.
"Socialmedia(Weibo)engagement(EGM)wasmeasuredbysixLikert-scalequestionsmodifiedfromMenandTsai(2012):"I'mwillingtoread[celebrity]'spostsandotheruser'scomments,""I'mwillingtoviewpictureson[celebrity]'sWeibopage,oronotheruser'scomments,""I'mwillingtowatchvideoson[celebrity]'sWeibopage,""I'mwillingtoengaginginthediscussionon[celebrity]'sWeibopage(e.
g.
commenting,andconversationwithotherusers),""I'mwillingtorepost[celebrity]'sposts,"and"I'mwillingto"like"[celebrity]'sposts.
"34CHAPTERFIVE:RESULTSTable3displaystheCronbach'sAlphasandthenumberofitemsofeachfactor.
AllCronbach'sAlphaswereequalorgreaterthan.
70,indicatingthatitemsofallfactorsattainedacceptablelevelsofinternalconsistency.
AccordingtoWrenchetal.
,(2008),Cronbach'salphasbetween.
70and.
80areacceptableformeasurement.
Table4presentsthedescriptivestatisticsofthe38items.
Nearlyallmeansof35itemswerebetween4and5onthefive-pointLikertscale,indicatingrespondents'generalagreementtothestatements.
Table3ReliabilityStatisticsCronbach'sAlphaNofItemsCOP.
7004CPI.
7225PSI.
7395UOP.
8024UPI.
8585PSR.
8285EGM.
810635Table4DescriptiveStatisticsMeanStd.
Dev.
[Celebrity]'spostsareopeninsharinghis/herlife4.
6471.
66399[Celebrity]'spostskeepmewellinformedabouthis/herwork4.
4118.
68426[Celebrity]'spostsdon'tholdbackhis/herinformation3.
7916.
95537[Celebrity]'spostsareopeninexpressinghis/heremotions/likeness4.
5160.
60386[Celebrity]readswhatIpostonhis/herpage3.
90591.
03697[Celebrity]wasabletorespond4.
4807.
64161[Celebrity]makesmefeellikeIdirectlycommunicatewithhim4.
3966.
77676[Celebrity]will"like"mypost/commentifmycommentsareunique4.
4504.
75130[Celebrity]willrepostmypost/commentabouthimifmypostsareunique3.
02021.
06344[Celebrity]makesmefeelcomfortableasifIamwithafriend4.
7076.
57019WhenIinteractwith[Celebrity]Ifeelincluded4.
7277.
49898Icareaboutwhathappensto[Celebrity]4.
7361.
53430Ihope[celebrity]canachievehis/hergoals4.
9261.
28053If[Celebrity]achievehis/hergoals,Iwillfeelhappy4.
9513.
21550Otherusers'posts/commentsareopeninsharingtheiropinion4.
3933.
66915Otherusers'posts/commentskeepmewellinformedabout[Celebrity]4.
4706.
65935Otherusers'posts/commentsdon'tholdbacktheirknowledge4.
3227.
72247Otherusers'posts/commentsareopeninexpressinghis/heremotions/likenesstothatcelebrity4.
6303.
56356OtherusersreadwhatIpostundertheircomments4.
3193.
70511Otheruserswillrespondtomyquestionsabout[Celebrity]4.
4521.
62413OtherusersmakemefeellikeIdirectlycommunicatewiththem4.
4118.
70127Otheruserswill"like"mypostsifmycommentsareunique4.
6218.
57136Otheruserswillrepostmypostsabout[Celebrity]4.
4504.
69545Otheruserspersonalizetheinformationabout[Celebrity]4.
0571.
89899Interactivitybetweenusersmakemefeelmorecloselyrelatedto[Celebrity]4.
5697.
62745OtherusersmakemefeelthatI'mpartof[Celebrity]'steam4.
3613.
79488Theinformationabout[Celebrity]providedbyotherusersinterestme4.
6521.
53021Icangetmoreinsightsabout[Celebrity]fromotherusers4.
5866.
64392I'mwillingtoread[Celebrity]'sposts,orusercommentsonhis/herWeibopage4.
7025.
52279I'mwillingtoviewpictureson[Celebrity]'sWeibopage,oronotheruser'scomments4.
7361.
52154I'mwillingtowatchvideoson[Celebrity]'sWeibopage4.
8000.
44419I'mwillingtoengaginginthediscussionon[Celebrity]'sWeibopage4.
6134.
67556I'mwillingtorepost[Celebrity]'spostsonmyWeibopage4.
6000.
70925I'mwillingto"like"[celebrity]'sWeibopage4.
8908.
3381036MeasurementModelResultsTable5presentsthestandardizedregressionweightsofindividualitemsestimatedfromstructuralequationmodelanalysis.
Allestimateswerestatisticallysignificant(pCPI.
653.
0176.
892***UOPUPI.
739.
0139.
997******p<.
001,Chi-square=1405.
819,df=516,p=.
000,GFI=.
902,CFI=.
920,NFI=.
878,RMSEA=.
04839Figure2.
StructuralModelResultsHypothesesTestingThefirstsetofresearchhypothesesstatestherelationshipsbetweenCOP,PSI,andEGM.
H1astatesthatthereisapositiverelationshipbetweentheopennessofcelebrity'sWeibopostsandparasocialinteraction(COPPSI),H1bstatesthatcelebrityposts'40opennessandWeiboengagementarepositivelyrelated(COPEGM),andH1cstatesthatparasocialinteractionwillbepositivelyrelatedtoWeiboengagement(PSIEGM).
H1awassupportedbythepositiveregressioncoefficientestimate(β=.
353,p<.
01)betweenCOPandPSI;thusthehighertheperceivedopennessofcelebrity'sWeiboposts,thehighertheperceivedparasocialinteraction.
H1bwasnotsupportedbytheresults(β=.
089,p=.
186),however,H1cwassupportedbythepositiveregressioncoefficientbetweenPSIandEGM(β=.
543,p<.
001),indicatingthatthehighertheparasocialinteraction,thegreaterengagementwiththecelebrity'sWeibopage.
ItshouldbenotedthatsupportforH1a(COPPSI)andH1c(PSIEGM)jointlyprovidedsupportforthemediatingroleofPSI(COPPSIEGM).
ThesecondsetofhypothesesdealwiththerelationshipsamongCPI,PSI,andEGM.
H2astatesthattheperceivedinteractivityofcelebrity'sWeibopageispositivelyrelatedtoparasocialinteraction(CPIPSI).
Thehypothesiswassupportedbythepositivepathcoefficient(β=.
397,p<.
01).
SimilartotheCOPPSIEGMrelationshipreportedabove,therelationshipbetweenCPIandEGMwasalsomediatedbyPSI(CPIPSIEGM).
H2bhypothesizedthepositiverelationshipbetweenperceivedinteractivityandWeibomediaengagement(CPIEGM).
Resultsshowedthattherelationshipwassignificantbutnegative(β=-.
246,p<.
01).
H2bwasthusnotsupported.
ThethirdsetofresearchhypothesesdealwiththerelationshipsamongUOP,PSI,andEGM.
H3astatesthatthereisapositiverelationshipbetweentheperceivedopennessofotherusers'Weibopostsandtheparasocialrelationshipamongusers(UOPPSR).
H3bstatesthat41perceivedopennessofotherusers'WeibopostsispositivelyrelatedtoWeiboengagement(UOPEGM).
H3cstatesthatparasocialrelationshipispositivelyrelatedtoWeiboengagement(PSREGM).
H3awassupportedbythepositiveregressioncoefficientbetweenUOPandPSR(β=.
585,p<.
001):thehighertheperceivedopennessofotherusers'posts,thehighertheparasocialrelationshipamongusers.
H3cwasalsosupportedbythepositiveregressioncoefficientbetweenPSRandEGM(β=.
639,p<.
01):thehigherparasocialrelationshipamongusers,thegreaterengagementwithcelebrity'sWeibopage.
However,H3bwasnotsupportedbytheresults(β=-.
059,p=.
506).
Together,supportforH3a(UOPPSR)andH3c(PSREGM)lendsupportforthemediatingroleofPSRintherelationshipbetweenUOPandEGM(UOPPSREGM).
ThefourthsetofhypothesesisabouttherelationshipsamongUPI,PSR,andEGM.
H4astatesthatthereisapositiverelationshipbetweenperceivedinteractivityofotherusers'Weibopostsandtheperceivedparasocialrelationshipamongusers(UPIPSR).
Thehypothesiswassupportedbythepositiveregressioncoefficient(β=.
319,p<.
01).
H2bhypothesizesthatperceivedinteractivityofotheruser'sWeibopostswouldbepositivelyrelatedtoWeiboengagement(UPIEGM).
Resultsofthestructuralmodelinganalysis,however,failedtosupportthehypothesis(β=.
102,p=.
127).
Nevertheless,similartotheUOPPSREGMrelationship,PSRplayedasignificantmediatingroleintherelationshipbetweenUPIandEGM(UPIPSREGM).
Figure3presentsallofthestatisticallysignificantpathsinthestructuralmodel.
42**p<.
01Figure3.
SignificantPathsSummaryofHypothesesTestingTable7showsthesummaryofallofthehypothesestestingresults.
Allofthehypothesesweresupportedbythemodelresults,exceptH1b,H2b,H3b,andH4b,whichhypothesizedthatpostsemployopennessandperceivedinteractivityhavedirecteffectsonEGM.
Incontrast,theresultsasawholeprovidedstrongsupportforthemediatingroleofPSIandPSR.
43Table7SummaryofHypothesesTestingHypothesisRelationshipResultH1aCelebrity'sWeibopostsemployopennesswillbepositivelyrelatedtoPSISupportedH1bCelebrity'sWeibopostsemployopennesswillbepositivelyrelatedtosocialmediaengagementNotsupportedH1cPSIwillbepositivelyrelatedtosocialmediaengagementSupportedH2aCelebrity'sWeibopostsemployperceivedinteractivitywillbepositivelyrelatedtoPSISupportedH2bCelebrity'sWeibopostsemployperceivedinteractivitywillbepositivelyrelatedtosocialmediaengagementNotsupportedH3aOtheruser'spostsemployopennesswillbepositivelyrelatedtouser-user'sPSRSupportedH3bOtheruser'spostsemployopennesswillbepositivelyrelatedtosocialmediaengagementNotsupportedH3cParasocialrelationshipwillbepositivelyrelatedtosocialmediaengagementSupportedH4aOtheruser'spostsemployperceivedinteractivitywillbepositivelyrelatedtouser-user'sPSRSupportedH4bOtheruser'spostsemployperceivedinteractivitywillbepositivelyrelatedtosocialmediaengagementNotsupported44CHAPTERSIX:DISCUSSIONThepurposeofthisstudywastounderstandthecurrentecosystemofcelebrity-fanssocialmediacommunityinChinaandtoexploretheeffectivewaytopromotethefans'engagementinordertointensifythecelebrity-fansbonding.
Theauthorwasinterestedinthewaypoststoemployopennessandperceivedinteractivityleadtosocialmediaengagement,inthecontextofaChinesecelebrity'sWeibopage.
Resultsdemonstratedthatneithercelebrity'snorotheruser'spostsemployopennessandperceivedinteractivitydirectleadtouser'sWeiboengagement.
However,theuser'sgreaterWeiboengagementisattainedwiththemediatingroleofparasocialinteractionandparasocialrelationship,whichcouldbeproducedfromcelebrity'sandotheruser'spostsemployopennessandperceivedinteractivity.
Inotherwords,themoreusersfeeltheopennessandperceivedinteractivityfromcelebrity'spostsandotheruser'sposts,thecelebrity'sandotheruser'sposts,thehigherparasocialinteractionandparasocialrelationshiptheyfeelwiththecelebrityorotherusers,themoretheyengageincelebrity'sWeibopage.
Inthisstudy,twoseparatebutrelatedmodelsweretested:directpathsfromopennessandperceivedinteractivityofcelebrity'spoststosocialmediaengagement,andmediatedpathsofopennessandperceivedinteractivityofcelebrity'spoststoPSIandtosocialmedia45engagement;theothermodeldealswiththepathsofopennessandperceivedinteractivityofotheruser'spostsandsocialmediaengagement,andmediatedpathsfromotheruser'spoststoPSRandtosocialmediaengagement.
Resultsdidnotsupportthedirectpathsfromeithercelebrity'sorotheruser'spoststosocialmediaengagement,butindeedsupportedthepathswiththemediatingroleofPSIandPSR:OpennessofCelebrity'sPostsParasocialinteraction;Perceivedinteractivityofcelebrity'spostsParasocialinteraction;ParasocialinteractionSocialMediaEngagement;OpennessofCelebrity'sPostsParasocialinteractionSocialMediaEngagement;Perceivedinteractivityofcelebrity'spostsParasocialinteractionsocialmediaengagement;OpennessofOtherUser'sPostsParasocialRelationship;PerceivedInteractivityofOtherUser'sPostsParasocialRelationship;ParasocialRelationshipSocialMediaEngagement;OpennessofOtherUser'sPostsParasocialRelationshipSocialMediaEngagement;PerceivedInteractivityofOtherUser'sPostsParasocialRelationshipSocialMediaEngagement.
ThemediatingroleofPSIandPSRinthisresearchprovidessupportforLabrecque's(2014)studyandWisneski's(2015)studythatPSIplaysavitalroleinmediatingconsumer-46brandrelationshipsandTVviewingloyalty.
SimilartoWisneski'sresearchstatementthatloyaltyshouldbeviewedasaprocess,thesocialmediaengagementshouldalsobeseenasanenduringprocess.
Intheearliermediacontext,perceptionsofopennessandinteractivitywereincreasedbysomeuniquetechniquesintheprogram,suchasadjustingthecameraangles,characterdirectlyaddressingtheaudience,andfrankcommunication(HortonandWohl,1956).
Inthecurrentsocialmediacontext,mereopennessorperceivedinteractivitywouldnotleadtouser'senthusiasmtoengageinidol'spage.
What'smore,theperceivedinteractivityofcelebrity'spostsevenhasanegativerelationshipwithuser'sengagement.
Thatmeans,ifthemessageandstyleofcelebrity'spostsemployperceivedinteractivity,user'spassiononengaginginthispagewouldbestronglyweakened.
Factorsinthisresearchsuggestthattheopennessandperceivedinteractivityofcelebrity'spostsshouldtrytomakeusersfeelincluded,suchastheyhavesomecommonfeatureswiththatcelebrity,sharingagoalhe/sheistryingtoattain,evensomeproblemshe/sheisexperiencing,buildingmoreparasocialrelationshipwithfollowers.
Comparedtotheearlierresearch,thisstudyconsidersPSRwithotherusersasakeyfactorinincreasingsocialmediaengagement.
Paralleltothefirstmodelinthisresearch,thesecondmodelsupportsthemediatingroleofPSRbetweenopennessandperceivedinteractivityofotheruser'spostsandsocialmediaengagement.
Opennessandtheperceivedinteractivityofotheruser'spostsdonotdirectlyleadtouser'ssocialmediaengagement.
Aspartofcelebrity'ssocialmediapage,otheruser'scommentandpresencestronglyaffectuser'sopinionandengagingactivity.
Similartotheinteractivityoffans'onlinecommunity,47thisresearchemphasizedtheopennessofWeibo,suchaseasinesstopresentuser'sattitudetowardother'sposts,norestrictiontoreadingother'sposts,andavailabilitytoparticipateinother'sconversationaboutthecelebrity.
Resultsindicatethatthemoreopennessandperceivedinteractivitytheyfeelfromotheruser'sposts,thegreaterPSRtheyhavewithothers,whichinturnincreaseuser'sengagement.
Tosomedegree,PSRwithotherusersismoreattainablethanPSIwiththecelebrity,duetothemoreattainablelevelofopennessandperceivedinteractivitybetweenusers.
It'smorelikelyforuserstoshareinformationabouttheirlives,andtointeractwithotherusers,thusincreasingtheirengagementincelebrity'ssocialmediapage.
TheoreticalContributionsThisstudysupportsthepreviousfindingsthatopennessandperceivedinteractivityareantecedentsforPSIandPSR(Labrecque,2014;ThorsonandRodger,2006).
Itpresentsthestronginteractivityofsocialmediaandemphasizesboththecelebrity-useranduser-userrelationshipsareimportantforuser'sengagement.
Thesupportedhypothesesindicatethatbothofthefunctionsandmessagesonsocialmediashouldbebuiltfortheinteractiveandrelationalpurposesothatuserswouldliketoparticipateinengagement.
Byexaminingthecorrelationbetweenpostsanduser'sengagement,thisstudydemonstratesthatnotallpostsemployopenness,andperceivedinteractivityleadtouser'sengagement.
Althoughtheantecedentpostscouldbepresentedindifferentcommunicativestyle,themoreparasocialfeelingtheyproduce,themoreengagementuserswouldpourin.
48What'smore,ifthepostsemployopennessandperceivedinteractivitywerenotbuiltforPSIorPSR,itmightrepressuser'sengagement.
Forcelebritybranding,personalbranding,ormarketingpurposes,thisstudyprovidesinsightsintotheactingpointtheyshouldemphasize.
ThisstudyalsocontributestoexpandingthescopeofparasocialrelatedliteraturebydetailingthePSRprocess.
PreviousstudiesstatethatPSIandPSRweredifferentsinceonehappenedinthecommunicationprocessandtheotherwastheoutcomeofcommunication(McDonald,andHu,2005).
TheanalysisofthecurrentresearchrevealsthatbothPSIandPSRcouldbetheoutcomesofcommunication,andbothofthemhavemediationeffectsonsocialmediaengagement.
Thisresearchalsoverifiedthattheillusionaryfriendlyone-sidedfeelingnotonlyhappensbetweenmediaconsumerandmediapersonae,butalsoappearsbetweenmediausers.
PracticalImplicationsSocialmediaiswidelyusedformanypurposesintoday'smarketingplace.
Duetothepositiveeffectofsocialmediaengagementonloyalty,celebrities,companies,evenpersonalaccountsshoulddesignthemessagestheysendtofollowerstoincreasefan'ssocialmediapageengagement.
Inthisresearch,itindicatesthatpoststhatfeaturedopennessandperceivedinteractivitydonotdirectlyleadtosocialmediaengagement,andevendecreaseit.
Resultscallforefficientformsandmessagessenttofollowers,tobuildclosePSIbetweencelebrityandfollowers.
OnWeibo,itislesslikelyforonecelebritytorepostuser'spostsabout49himself/herself,buttherearesomeotherwaystoincreasePSI.
Thefollowingaresomesuggestionsforthat:Postscueforparallelsbetweencelebrityanduserstoattainempathy;Postsreplytooneuser'sorfansgroup'sspecificdemand,suchasplaceofaselfie,attendarestauranttheyrecommend,orbuysomethingtheyrecommend;Recordtheprocessthathe/sheachievedagoal,evensomeobstaclestheymeet;Replytoorlikeseveralfollower'scommentsunderhis/herownposts;thelimitedreplywillleadtofollower'streasure.
Thereisonesurveyquestiontoaskparticipant'sopinionaboutcelebrity'slevelofholdbackinformation.
Severalparticipantsmentionedtheirconcernsaboutcelebrity'sprivacy.
Moreover,theyagreethatthecelebrityhastoprotecthis/herprivacytosomedegree.
Itrevealsthatfollowersrespecttocelebrity'sprotectionofprivacy.
Accordingly,celebritiescould:Presenthis/herrealattitudetowardonething,andthatwillindicatehis/herrealnessandfrankness.
RegardingPSR,althoughitisharderforcelebrityorbrandtodesignuser'sposts,thisresearchprovidesevidencetodevelopmoreinteractivefunctionsbetweenuserstokeephighsocialmediaengagementandloyalty.
Inthisstudy,itindicatesthatthedialogueandgroupfunctionsofWeiboenableuserstobuildPSRbetweenusers.
Additionally,socialmediacouldenableuserstoexpressdifferentlayersoftheirlivestoincreasetheirinformationof50openness,anddevelopmoreinteractivefunctionstopromoteperceivedinteractivity,sothatisconvenientforuserstobuildPSRonline.
LimitationsandDirectionforFurtherResearchNotwithstandingitscontributions,thecurrentstudybearsseverallimitations.
First,thestudywasbasedonaconvenientsampleofusersofasinglecelebrityWeibosite,andconsequently,itsresultshavelimitedgeneralizability.
Moreresearchbasedonrandomsamplesfromalargernumberofcelebritywebsitesisthereforeneeded.
Second,genderdistributionindicatesthatthemajorityparticipants(96.
3%)ofthisquantitativeresearchwerefemalefollowersofonecelebrity.
Ifitcomeswithonefemalecelebrityandhermalefollowers,thelevelandfeatureofPSImightbechanged.
Futureresearchtoinvestigatethequalitativedifferencebetweenmale/femalecelebrities,andfemale/malefollowersisneeded.
Third,thesurveydataandstructuralequationmodeling(SEM)analysisusedinthisstudydealtwithcorrelation,notcausation(EverittandDunn,2010).
ThisresearchindicatesthemediationeffectofPSIandPSRbetweenpoststosocialmediaengagement,butitdoesnotanalyzethetypeandthecontentoftheposts.
Forinstance,oneofthesurveyquestionsisaboutcelebrity'sinformationontheirposts,andsomerespondentsmentionedthatthedefinitionofthat"information"wasnotclear.
Onerespondentarguedthatacelebritycouldhidehis/herpersonalinformationsincehe/sheshouldprotectprivacy.
Futureresearchmaydetaildiscussthepostwithopennessandperceivedinteractivity,toexplorethetypeandefficiencyofpostscontent.
51Resultsindicatethatperceivedinteractivityofcelebrity'spostsanduser'ssocialmediahasthenegativerelationship.
However,PSItransmitsthenegativerelationshiptopositiveone,inotherwords,PSIbalancethepassiveeffectofperceivedinteractivityofcelebrity'spoststouser'ssocialmediaengagement.
Researchtoinvestigatethereasonwhythenegativecorrelationisneeded.
AlthoughthisresearchmentionsthatbothPSIandPSRmediatetheeffectofsocialmediaengagement,itdoesnotdiscussthedifferencebetweenthem.
FutureresearchmayexploremoreabouthowPSIandPSRaffecttheengagement,andtoinvestigatetherelationshipbetweenPSIandPSR.
Moreover,researchersmaydiscussthePSRbetweendifferentlevelsofengagedsocialmediausers,suchasactivistandlurking.
52CHAPTERSEVEN:CONCLUSIONSSocialmediaisanidealtoolforcompanies,organizations,andevenpersonstobuildintimatebondingwiththeirfollowers.
Researchindicatesthatengagementispositivelyrelatedtoloyalty.
Thisstudytriestoinvestigatethemediatingroleorparasocialinteractionandparasocialrelationshipbetweencelebrity'sandotheruser'sposts,anduser'sengagement.
Resultsindicatethatcelebrity'spostsemployopennessandperceivedinteractivitydonotdirectlyleadtouser'sengagement,butPSIproducedfromthispostshaveapositiverelationshipwithuser'sengagement.
Relatively,PSR,promotedfrompostsemployopennessandperceivedinteractivityhavethepositiverelationshipwithuser'sengagement,whichalsosupportedthemediatingroleofPSRinsocialmediaengagement.
ThemediatingroleorPSIandPSRsuggestthatengagementisaprocess,andshouldbedevelopedstepbystep.
Additionally,itindicatesthattheengagementispromotedbytwoseparatefactors,onecomesfromtheinteractionbetweencelebrityandfollower,andtheotherproducedfromtherelationshipbetweenfollowers.
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63APPENDICES64AppendixA:SurveyQuestionnaire(English)InformedConsenttoParticipateinResearchInformationtoConsiderBeforeTakingPartinthisResearchStudyPro#____00034234________ResearchersattheUniversityofSouthFlorida(USF)studymanytopics.
Todothis,weneedthehelpofpeoplewhoagreetotakepartinaresearchstudy.
Thisformtellsyouaboutthisresearchstudy.
Weareaskingyoutotakepartinaresearchstudythatiscalled:I'mYourFan–EngaginginCelebrity'sSocialMediaPagewiththeMediationofParasocialInteractionandParasocialRelationship.
ThepersonwhoisinchargeofthisresearchstudyisJiahuiZhuang.
ThispersoniscalledthePrincipalInvestigator.
PurposeoftheStudyThepurposeofthisstudyistounderstandtheinteractionbetweencelebrityandtheirfollowersonWeibo,therelationshipbetweenfollowersonWeibo,andtoinvestigatewhetherparasocialinteractionandparasocialrelationshipworkasmediationtouser'ssocialmediaengagement.
WhyareyoubeingaskedtotakepartWeareaskingyoutotakepartinthisresearchstudybecauseyouareacelebrity'sfolloweronWeibo.
StudyProceduresIfyoutakepartinthisstudy,youwillbeaskedtoparticipateinanonlinesurvey.
Thedataiscollectedanonymously.
Youwillbeaskedaboutyourattitudetowardthecelebrityyoufollow,attitudetowardotherfollowers,andyourfeelingaboutyourinteractionandrelationship.
Thissurveywilltakeabout15minutestocomplete.
Alternatives/VoluntaryParticipation/WithdrawalYouhavethealternativetochoosenottoparticipateinthisresearchstudy.
Youshouldonlytakepartinthisstudyifyouwanttovolunteer;youarefreetoparticipateinthisresearchorwithdrawatanytime.
Therewillbenopenaltyorlossofbenefitsyouareentitledtoreceiveifyoustoptakingpartinthisstudy.
BenefitsandRisks65Youwillreceivenobenefitfromthisstudy.
Thisresearchisconsideredtobeminimalrisk.
CompensationWewillnotpayyouforthetimeyouvolunteerwhilebeinginthisstudy.
PrivacyandConfidentialityWemustkeepyourstudyrecordsasconfidentialaspossible.
Itispossible,althoughunlikely,thatunauthorizedindividualscouldgainaccesstoyourresponsesbecauseyouarerespondingonline.
Certainpeoplemayneedtoseeyourstudyrecords.
Bylaw,anyonewholooksatyourrecordsmustkeepthemcompletelyconfidential.
Theonlypeoplewhowillbeallowedtoseetheserecordsare:TheUniversityofSouthFloridaInstitutionalReviewBoard(IRB),PrincipalInvestigator,advisingprofessor,anddefensecommittees.
Itispossible,althoughunlikely,thatunauthorizedindividualscouldgainaccesstoyourresponses.
Confidentialitywillbemaintainedtothedegreepermittedbythetechnologyused.
NoguaranteescanbemaderegardingtheinterceptionofdatasentviatheInternet.
However,yourparticipationinthisonlinesurveyinvolvesriskssimilartoaperson'severydayuseoftheInternet.
Ifyoucompleteandsubmitananonymoussurveyandlaterrequestyourdatabewithdrawn,thismayormaynotbepossibleastheresearchermaybeunabletoextractanonymousdatafromthedatabase.
ContactInformationIfyouhaveanyquestionsaboutyourrightsasaresearchparticipant,pleasecontacttheUSFIRBat(813)974-5638orcontactbyemailatRSCH-IRB@usf.
edu.
Ifyouhavequestionsregardingtheresearch,pleasecontactthePrincipalInvestigatoratjiahuizhuang@mail.
usf.
edu.
Wemaypublishwhatwelearnfromthisstudy.
Ifwedo,wewillnotletanyoneknowyourname.
Wewillnotpublishanythingelsethatwouldletpeopleknowwhoyouare.
Youcanprintacopyofthisconsentformforyourrecords.
Ifreelygivemyconsenttotakepartinthisstudy.
IunderstandthatbyproceedingwiththissurveythatIamagreeingtotakepartinresearchandIam18yearsofageorolder.
Thelinktothissurveyis:http://app.
askform.
cn/ea9dc4be-c29e-4050-944a-5c7041968245.
aspx66Q1.
Mygenderis:1.
Male2.
Female3.
NoresponseQ2.
Myagerangeis:1.
18-252.
26-333.
34-414.
42-495.
50-576.
58-657.
66+8.
NoresponseQ3.
Comparedwithbrowsingother'sWeibo,IcreateWeibocontentandcommunicatewithothermore1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ4.
ComparedwithWeibocontentcreationandcommunication,Ibrowseother'sWeibomore1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ5.
[Celebrity]'spostsareopeninsharinghis/herlife1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ6.
[Celebrity]'spostskeepmewellinformedabouthis/herwork1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
Stronglyagree67Q7.
[Celebrity]'spostsdon'tholdbackhis/herinformation1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ8.
[Celebrity]'spostsareopeninexpressinghis/heremotions/likeness1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ9.
[Celebrity]readswhatIpostonhis/herpage1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ10.
[Celebrity]wasabletorespondtofollower'sspecificquestionsorrequirement1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ11.
[Celebrity]makesmefeellikeIdirectlycommunicatewithhe/she1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ12.
[Celebrity]will"like"mypost/commentifmycommentsareunique1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ13.
[Celebrity]willrepostmypost/commentabouthe/sheifmypostsareunique1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
Stronglyagree68Q14.
[Celebrity]makesmefeelcomfortable,asifIamwithafriend1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ15.
WhenIinteractwith[Celebrity],Ifeelincluded1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ16.
Icareaboutwhathappensto[Celebrity]1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ17.
Ihope[celebrity]canachievehis/hergoals1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ18.
If[Celebrity]achievehis/hergoals,Iwillfeelhappy1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ19.
Otheruser'sposts/commentsareopeninsharingtheiropinion1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ20.
Otheruser'sposts/commentskeepmewellinformedaboutthatcelebrity1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
Stronglyagree69Q21.
Otheruser'sposts/commentsdon'tholdbacktheirknowledgeaboutthatcelebrity1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ22.
Otheruser'sposts/commentsareopeninexpressinghis/heremotions/likenesstothatcelebrity1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ23.
OtheruserreadwhatIpostunderhis/hercomments1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ24.
Otheruserwillrespondtomyquestionsaboutthatcelebrity1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ25.
OtherusermakemefeellikeIdirectlycommunicatewithhe/she1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ26.
Otheruserwill"like"mypostsifmycommentsareunique1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ27.
Otheruserwillrepostmypostsifhe/sheagreeswithmycommentsaboutthatcelebrity1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
Stronglyagree70Q28.
Otheruserpersonalizemyknowledgetothat[celebrity]1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ29.
Interactivitybetweenusersmakemefeelmorecloselyrelatedtothat[celebrity]1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ30.
OtherusermakemefeellikethatI'mpartofthem1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ31.
Theinformationabout[celebrity]providedbyotheruserinterestme1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ32.
Icangetmoreinsightsabout[celebrity]fromotheruser1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ33.
I'mwillingtoread[celebrity]'spostsandotheruser'scomments1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ34.
I'mwillingtoviewpictureson[celebrity]'sWeibopage,oronotheruser'scomments1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
Stronglyagree71Q35.
I'mwillingtowatchvideoson[celebrity]'sWeibopage1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ36.
I'mwillingtoengaginginthediscussionon[celebrity]'sWeibopage(e.
g.
commenting,andconversationwithotherusers)1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ37.
I'mwillingtorepost[celebrity]'sposts1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
StronglyagreeQ38.
I'mwillingto"like"[celebrity]'sposts1.
Stronglydisagree2.
Disagree3.
NeitherAgreenorDisagree4.
Agree5.
Stronglyagree72AppendixB:SurveyQuestionnaire(Chinese)参与研究知情同意书参与此次调查研究前需知晓的信息Pro#00034234你好,您正被邀请参与一项调查研究:我是你的粉—在范社会互动和范社会关系的中介效应下参与明星的微博页面.
您被邀请是因为您是微博上某位明星的粉丝.
请您在同意参与调查问卷前仔细阅读以下内容并提出任何疑问.
本研究关于:本研究的目的是了解明星及粉丝间的互动,粉丝间的关系,并探究该互动和关系如何影响社交媒体用户的参与度.
您如何参与:如果您同意参与此次调查,您将会填写一份网上调查问卷.
该问卷的问题将询问您关于明星的态度,您对于其他粉丝的态度,以及您对明星-粉丝的互动及粉丝-粉丝关系的感受.
完成本次问卷将需要15分钟左右.
您将匿名参与本次调查.
风险及利益:参与本次调查不会有任何风险.
您的个人信息不会被收集,您的参与也是完全匿名的.
同时,您的参与不会获得任何报酬.
参与是自愿的:参与本次调查是完全自愿的.
您可以在回答问卷过程中随时退出.
隐私及机密性:我们会尽可能保护您的隐私.
一些人可能会看到您的研究记录.
根据相关法律,任何看到您记录的人都应保持信息的机密性.
获准看到这些记录的人包括:南佛罗里达大学的审查委员会,主要调查人员,指导老师,及答辩委员.
如果您有任何有关您参与权的问题:您可以联系南佛罗里达大学审查委员会(813)974-5638或发送邮件至RSCHIRB@usf.
edu.
如果您有任何关于本研究的问题,可发邮件至jiahuizhuang@mail.
usf.
edu来联系作者.
如果您年满18岁,并同意参与此次调查,请点击"开始"按钮并开始回答问卷.
如果您未年满18岁,或不愿参与此次调查,请离开本页面.
本次调查问卷的链接是:http://app.
askform.
cn/ea9dc4be-c29e-4050-944a-5c7041968245.
aspx73调查问卷Q1.
我的性别是:1.
男性2.
女性3.
不回答Q2.
我的年龄是:1.
18-252.
26-333.
34-414.
42-495.
50-576.
58-657.
66+8.
不回答Q3.
相比于浏览他人的微博,我更多地创作微博内容,与别人交流1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q4.
相比于创作微博内容和与别人交流,我更多地在浏览他人的微博1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q5.
[TA]的微博乐于分享自己的生活1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q6.
[TA]的微博使我能很好了解TA的工作1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q7.
[TA]的微博不会隐瞒自己的信息741.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q8.
[TA]的微博乐于表达自己的情感/喜好1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q9.
[TA]会读我的留言1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q10.
[TA]会回应粉丝的一些问题或要求1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q11.
[TA]使我感到我们是直接交流的1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q12.
如果我的微博/留言内容特别,[TA]会为我点赞1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q13.
如果我的微博/留言内容特别,[TA]会转发1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q14.
[TA]像朋友一样使我感到很亲切751.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q15.
当[TA]与我有互动,我会感到有参与感1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q16.
我在意[TA]的动向1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q17.
我希望[TA]能达到他的目标1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q18.
如果[TA]能达到他的目标,我会为他高兴1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q19.
其他粉丝的微博/留言乐于分享自己的观点1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q20.
其他粉丝的微博/留言使我很好地了解[TA]1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q21.
其他粉丝的微博/留言不会隐瞒对[TA]的认识761.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q22.
其他粉丝的微博/留言乐于表达自己对TA的情感/喜好1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q23.
其他粉丝会阅读我给他们的留言1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q24.
其他粉丝会回应我有关TA的问题1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q25.
其他粉丝使我感到我们之间是直接交流的1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q26.
如果我给[TA]的留言内容特别,其他粉丝会为我点赞1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q27.
如果其他粉丝同意我关于[TA]的微博/留言,他们会转发1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q28.
其他粉丝个性化了我对[TA]的认识771.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q29.
粉丝之间的互动使我对[TA]感到更亲近了1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q30.
其他粉丝使我感到我是他们中的一员1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q31.
其他粉丝提供的有关[TA]的消息使我感兴趣1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q32.
其他粉丝使我更深入了解[TA]1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q33.
我愿意阅读[TA]的微博和其他粉丝的留言1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q34.
我愿意观赏[TA]发的图片和其他粉丝留言中的图片1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q35.
我愿意观看[TA]主页中的视频781.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q36.
我愿意参与[TA]微博主页,如留言,和其他粉丝对话1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q37.
我愿意转发[TA]的微博1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意Q38.
我愿意给[TA]的微博点赞1.
非常不同意2.
不同意3.
中立4.
同意5.
非常同意79AppendixC:InstitutionalReviewBoard(IRB)ApprovedLetter80