TV 광고에서의 유명인 모델과 준사회적 상호작용(parasocial interaction)에 관한 탐색적 고찰
An Exploratory Study on Parasocial Interaction with TV Commercial Characters
This study attempts to find out whether or not parasocial interaction concept found in media personality studies could be applied to Television commercial character. In specific, the study examines the relationships between parasocial interaction and identification with favorite TV commercial character and interest in favorite TV commercial character. The survey was conducted on 389 college students for testing the parasocial interaction with TV commercial character and other related variables. Parasocial interaction was significantly correlated with both identification and interest in favorite TV commercial character.Both parasocial interaction and interest in favorite TV commercial character had significantly positive correlations with advertising attitude. In addition, parasocial interaction had a mediator role between identification with favorite TV commercial character and advertising attitude. The parasocial interaction findings imply that interest rather than identification with favorite character could be more effective variable in television commercial character study.
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