Social Network Sites Usage and Idol Emulation: Indirect Effect of Parasocial Interaction

This research examined the relationships of social network sites (SNS) intensity, parasocial interaction (PSI), and the propensity to imitate idols or celebrities. Conceptual model that depicts the indirect effect of the measured PSI on the relationship of SNS usage and the tendency to imitate idols was tested. 194 undergraduate students were recruited to complete the Celebrity-Persona Parasocial Interaction Scales, the modified Facebook Intensity Scale, and a set of five items that reflect on the inclination to imitate idols. Results revealed the significant indirect effect of the measured PSI, supporting that SNS intensity facilitate parasocial experience, which in turn, induce the tendency to impersonate idols. Findings supported one of the theorems of the uncertainty reduction theory, which posited the facilitative effect of perceived intimacy on similarity. Theorem that posited the importance of engagement level in inducing similarity was negated by the obtained results.