Social Media For Social Good : Understanding, creating, and harnessing the strength of parasocial relationships

Social media is often criticised for detracting users from the benefits of the ‘real’ world, but are there situations where the connections we form with social media personalities benefit us, despite them not knowing we exist? Across seven studies (n = 4491), this thesis focuses on the concept of parasocial relationships. Such one-sided connections formed by masses of viewers towards single parasocial targets can develop in multiple environments, but this research uses social media as a tool - specifically the connections formed by viewers towards creators on the YouTube platform - to explore parasocial relationships in three ways. Firstly, to understand the place of parasocial relationships in our social networks, and their influence on emotion regulation, wellbeing, and behaviour. Secondly, to determine the psychological mechanisms that create and strengthen one-sided relationships with parasocial targets, and thirdly, to establish whether the power of these relationships can be harnessed for prosocial change. The present research found that unidirectional parasocial ties were considered to be more effective at fulfilling emotional needs than bidirectional weak ties, and in some contexts, just as effective as bidirectional strong ties (e.g., close friends and family; Studies 1 & 2). Parasocial targets were also perceived as closer than, and just as responsive as, weak ties (e.g., acquaintances; Studies 1 & 2), perceptions that increased when participants felt strong ties were under threat (Study 3). Parasocial relationship strength also intensified wellbeing and behavioural outcomes of emotion regulation strategies (such as seeking information or focusing on positivity) during the coronavirus pandemic (Study 4). Further, unidirectional self-disclosure, in various forms, was established as a mechanism for creating parasocial relationships (Studies 5 & 6). Finally, parasocial relationships with someone disclosing about mental health issues resulted in lower levels of prejudice among society, encouraging prosocial societal change (Study 7).