Parasocial Interactions Online: Candidate Intimacy in Webpages and Facebook

Abstract

Research presented in this article assesses cognitive processing and behavioral outcome differences that occur when the public interacts with political candidates’ webpages as opposed to viewing their Facebook pages. Further, an exploration into perceptions individuals have of these candidates and the potential for developing parasocial relationships is pursued. Findings suggest that perceptions of intimacy are directly related to perceptions of candidates’ credibility and potential political action; these findings have clear implications on future political marketing strategies.

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