Abstract
This research examines the role of social media in facilitating parasocial relationships between celebrities and followers. Through the lens of Uses and Gratification Theory, we investigate whether audience interactions with celebrities via digital platforms constitute authentic connections or are mere marketing efforts. Data collected via a survey among active Instagram users in the UAE shows emotional responses to celebrity engagement behaviors. These behaviors include liking, commenting and posting on social media platforms. A regression model was used to analyze the data. The study contributes to scholarly understanding of whether these mediated interactions foster genuine emotional bonds or primarily serve promotional purposes, advancing knowledge of celebrity-follower dynamics in the UAE. Implications and future directions are discussed.
Presenters
Priyanka DasguptaLecturer, Applied Media, Higher Colleges of Technology, United Arab Emirates
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
PARASOCIAL RELATIONSHIPS, CELEBRITY ENGAGEMENT, SOCIAL MEDIA, USES AND GRATIFICATIONS THEORY
