Semester of Graduation

Spring 2022


Master of Mass Communication (MMC)

Document Type



Social media has fundamentally changed the way brands can communicate and interact with their consumers. By using a survey that asks participants to answer questions about a brand they follow on social media, this study explores the influence of different social media strategies on parasocial relationships and other positive outcomes for brands. Findings show that popular social media strategies of personalized messages, user-generated content, and use conversational/human tone can be used to predict higher levels of PSRs. Furthermore, these results show that brands who build PSRs with consumers can predict high levels of positive brand outcomes including higher positive trust, purchase intentions, and word-of-mouth communication. This study adds empirical evidence to the literature on brand-consumer relationships and provides theoretical and practical understanding of PSRs between brands and consumers. Additionally, these results provide managerial implications for strategy development by suggesting social media tactics that can lead to positive outcomes for brands building relationships on social media.

Committee Chair

Park, Hyojung



Available for download on Thursday, April 03, 2025