Bonding through Attitude Similarity: Quantifying Parasocial Interaction with Instagram Influencers in Pakistan

Authors

  • Dr. Ayesha Qamar Assistant Professor, Department of Communication and Media Studies, Fatima Jinnah Women's University, Rawalpindi, Punjab, Pakistan
  • Dr. Malik Adnan Associate Professor, Department of Media & Communication Studies, The Islamia University of Bahawalpur, Punjab, Pakistan
  • Ali Hassan Lecturer, Department of Media and Communication Studies, The Islamia University of Bahawalpur, Punjab, Pakistan

DOI:

https://doi.org/10.35484/pssr.2023(7-III)42

Keywords:

Attitude Homophily, Beauty Influencers, Instagram, Parasocial Interaction

Abstract

This quantitative study examines the connection between Instagram beauty influencers and their Pakistani followers to evaluate the impact on aesthetic standards and psychological well-being. Specifically, the researchers are interested in how Pakistanis react to these influencers' content. Drawing on the Parasocial Interaction Theory and the Social Comparison Theory, the study investigates how followers connect with beauty influencers and how this relationship affects their beauty standards during interpersonal contact. The study also looks at how this relationship influences followers' perceptions of what constitutes attractiveness. Parasocial contact and attitude homophily are being explored as potential elements in the formation of beauty standards. Data were collected from a total of 250 individuals who took part in a survey that was conducted online. The findings indicate that beauty influencers affect the way their followers perceive beauty, while some respondents claimed to have psychological problems as a result.

Vol. 7 No. 3 (2023): July to September

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Published

2023-09-30

Details

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    PDF Downloads: 91

How to Cite

Qamar, A., Adnan, M., & Hassan, A. (2023). Bonding through Attitude Similarity: Quantifying Parasocial Interaction with Instagram Influencers in Pakistan. Pakistan Social Sciences Review, 7(3), 517–526. https://doi.org/10.35484/pssr.2023(7-III)42

Issue

Vol. 7 No. 3 (2023): July to September

Section

Articles

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Copyright (c) 2023 Pakistan Social Sciences Review

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