research-article

Extending the personal branding affordances typology to parasocial interaction with public figures on social media: : Social presence and media multiplexity as mediators

Authors:

Andrew M. Ledbetter,

Colten MeisnerAuthors Info & Claims

Volume 115, Issue C

https://doi.org/10.1016/j.chb.2020.106610

Published: 01 February 2021 Publication History

Abstract

The extent of a social media public figure's success often rests on their ability to establish a personal connection with audiences. Drawing from decades of prior research on parasocial interaction and a typology of personal branding affordances developed in our prior work, this study examined the extent to which a platform's perceived affordances might predict such parasocial interaction. Results supported this association and identified social presence and media multiplexity as independent mediators of it, consistent with prior work in interpersonal communication and technology research. Moreover, the pattern of findings validated audience involvement and locus of promotion as key dimensions delineating the personal branding affordances typology, with multiplatform participatory affordances fostering the most intimate perception of public figures by audiences (i.e., with heightened social presence, media multiplexity, and parasocial interaction).

Highlights

•

Results empirically validated a typology of social media branding affordances.

•

This typology contains two dimensions: locus of promotion and audience involvement.

•

Social presence and media multiplexity mediated between affordances and parasocial interaction.

•

Multiplatform participatory branding predicted social presence, media multiplexity, and parasocial interaction.

•

Multiplatform self-branding affordances were associated with diminished levels of these outcomes.

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Index Terms

Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators
1. Applied computing
2. Human-centered computing
  1. Human computer interaction (HCI)

Index terms have been assigned to the content through auto-classification.

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Published In

cover image Computers in Human Behavior

Computers in Human Behavior Volume 115, Issue C

Feb 2021

435 pages

ISSN:0747-5632

Issue’s Table of Contents

Elsevier Ltd.

Publisher

Elsevier Science Publishers B. V.

Netherlands

Publication History

Published: 01 February 2021

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Cited By

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https://dl.acm.org/doi/10.1016/j.ipm.2023.103599
Lee CShen YLi ZXie H(2024)The effects of non-fungible token platform affordances on customer loyaltyComputers in Human Behavior10.1016/j.chb.2023.108013151:COnline publication date: 4-Mar-2024
https://dl.acm.org/doi/10.1016/j.chb.2023.108013
Ma R(2023)Conceptualizing and Rethinking the Design of Cross-platform Creator ModerationExtended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems10.1145/3544549.3577049(1-4)Online publication date: 19-Apr-2023
https://dl.acm.org/doi/10.1145/3544549.3577049
Ma RGui XKou Y(2023)Multi-Platform Content Creation: The Configuration of Creator Ecology through Platform Prioritization, Content Synchronization, and Audience ManagementProceedings of the 2023 CHI Conference on Human Factors in Computing Systems10.1145/3544548.3581106(1-19)Online publication date: 19-Apr-2023
https://dl.acm.org/doi/10.1145/3544548.3581106
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Gong AHuang Y(2023)Finding love in online gamesComputers in Human Behavior10.1016/j.chb.2023.107681143:COnline publication date: 1-Jun-2023
https://dl.acm.org/doi/10.1016/j.chb.2023.107681
Farivar SWang FTurel O(2022)Followers' problematic engagement with influencers on social mediaComputers in Human Behavior10.1016/j.chb.2022.107288133:COnline publication date: 18-May-2022
https://dl.acm.org/doi/10.1016/j.chb.2022.107288

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