This study investigates the use of social networking sites by media figures, celebrities and celebrity brands and how consumers use and participate in brand communities on these sites. The concept of parasocial relationships has been applied to this medium and studied as a marketing tool to reach consumers and maintain relationships with them. Consumers' use of social networking sites, their participation with celebrity brands via social networking sites, and their feelings toward that celebrity brand and online community are explored. The relationship between consumers' time spent and usage of social networking sites is compared to factors of parasocial relationships as well as perceptions of celebrity brands.

Library of Congress Subject Headings

Online social networks--Psychological aspects; Celebrities--Public opinion; Fans (Persons)--Attitudes; Mass media--Audiences--Psychology

Publication Date


Document Type


Department, Program, or Center

Department of Communication (CLA)


Schroeder, Jonathan

Advisor/Committee Member

Miller, Joseph


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HM742 .P44 2011


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