Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators

作者：

Highlights：

• Results empirically validated a typology of social media branding affordances.

• This typology contains two dimensions: locus of promotion and audience involvement.

• Social presence and media multiplexity mediated between affordances and parasocial interaction.

• Multiplatform participatory branding predicted social presence, media multiplexity, and parasocial interaction.

• Multiplatform self-branding affordances were associated with diminished levels of these outcomes.

摘要

•Results empirically validated a typology of social media branding affordances.•This typology contains two dimensions: locus of promotion and audience involvement.•Social presence and media multiplexity mediated between affordances and parasocial interaction.•Multiplatform participatory branding predicted social presence, media multiplexity, and parasocial interaction.•Multiplatform self-branding affordances were associated with diminished levels of these outcomes.

论文关键词：Affordances,Media multiplexity,Parasocial interaction,Personal branding,Social media,Social presence

论文评审过程：Received 15 May 2020, Revised 12 October 2020, Accepted 17 October 2020, Available online 22 October 2020, Version of Record 28 October 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106610