Prof. Parul Jain: Connecting with Celebrities on Twitter and Facebook
Prof. Parul Jain and PhD candidates Amanda J. Weed and Pamela Walck have published an examination of consumers interactions with celebrities in the social media sphere.
The intent of the paper, according to its abstract, was to uncover the motivations behind connecting with entertainment shows, the characters on these shows, and the actors that play these characters, via two main social networking sites: Facebook and Twitter.
The study employed survey methodology to gather findings within the framework of a narrative processing approach to media studies. Narrative processing approach provides a means by which to understand the reasons why and the extent to which individuals identify with characters and themes in a range of contexts.
Using this theory, as well as Uses and Gratifications, Jain, Weed & Walck found that the level at which an individual identifies with a character on a television show is an accurate predictor of whether that individual will follow the character on social media.
The study was presented at the Annual Meeting of the Association for Education in Journalism and Broadcasting.