Abstract

With the increasing rise of social media, influencer marketing is one method brands are now employing with the goal of reaching customers in a more authentic manner. This study specifically focuses on the phenomenon of parasocial relationships and their now frequent presence between social media influencers and their consistent viewers. This paper aims to investigate the role of parasocial relationships (PSRs) and how they can act as a mechanism impacting persuasion and viewer behavior. The purpose is to explore how parasocial relationships with influencers shape our mental route of persuasive message processing (central or peripheral) and, in turn, impact purchase intention. The theories being utilized for this study include parasocial interaction theory and the elaboration likelihood model (ELM). Data was collected through a quantitative survey that was sent out via email to the College of Wooster student body (n = 134, ages 18 and above). Correlation analyses showed significant positive relationships between PSRs and peripheral processing. Regression analyses revealed peripheral processing, knowledge PSR, and central processing to be the strongest model predicting purchase intention. Individually, peripheral processing was the strongest predictor of purchase intention. These findings are relevant because they suggest that parasocial relationships are actively shaping consumers' cognitive processes and responses to persuasive messaging.

Advisor

Yavari, Mehri

Department

Communication Studies

Disciplines

Communication

Keywords

parasocial relationship, influencer marketing, survey, purchase intention, ELM, peripheral processing, central processing, persuasion, correlation, regression

Publication Date

2026

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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