Friend-zone with benefits: the parasocial advertising of Kim Kardashian
Open accessAbstract
This research focuses on the social-media-driven convention of advertising, and seeks to analyze the type of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is the most current and successful celebrity endorser. A content analysis including posts and responses from April and May 2011 is used to analyze the type of advertising messages and celebrity/audience interaction. The goal of the study is to establish whether Parasocial Interaction could improve the effectiveness of advertising. Due to findings that yielded a high amount of endorsements embedded into personal stories, as well as female approval for those posts, it can be stated that Parasocial Interaction takes place between the celebrity and audiences. It can also be considered as an advertising vehicle, in terms of positive audience feedback. The results imply that advertisers should utilize Parasocial Interaction to conduct successful advertising.
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People may view parasocial online connections as friends and be less guarded to persuasion attempts, thus enhancing celebrity influence.
“As a result, people may view these parasocial online connections as 'friends,' and be less guarded to persuasion attempts, thus enhancing celebrity influence [32][33][34].”
From Two social lives: how differences between online and offline interaction influence social outcomes (2020) · cites this paper as [34]
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- Authors
- Lueck, J. A.
- Affiliations
- University of Southern Mississippi (US)
- Corresponding author
- Lueck, Jennifer Anette
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2012-10-05
- Volume
- 21
- Issue
- 2
- Pages
- 91-109
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2073108978
- Cited by
- 111
- References
- 24
- Citations by year
- 2026: 8 · 2025: 12 · 2024: 10 · 2023: 20 · 2022: 10 · 2021: 17 · 2020: 11 · 2019: 12 · 2018: 6 · 2017: 2 · 2016: 1 · 2015: 1 · 2014: 1
- FWCI
- 2.10
- Type
- journal article
- Language
- en
- Open access
- green
- aquila.usm.edu
- Locations
- Journal of Marketing Communications (publishedVersion)
- Aquila Digital Community (University of Southern Mississippi) (submittedVersion)
- University of Minnesota Digital Conservancy (University of Minnesota) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- parasocial interaction, celebrity endorsement, Kim Kardashian, social media advertising, advertising effectiveness, audience feedback
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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