Parasocial Interaction Scale

What it measures

Measures the sense of intimacy, friendship, and social connection consumers develop with media figures, celebrities, and social media influencers despite the absence of actual social interaction. Parasocial relationships are a key mechanism through which influencer marketing works — strong parasocial bonds increase receptivity to endorsements, reduce scepticism, and drive purchase behaviour.

Representative items

• I feel like [influencer] is a real friend.
• [Influencer] makes me feel comfortable, as if I am with a friend.
• I think [influencer] could be a friend of mine.
• I see [influencer] as a natural, down-to-earth person.
• [Influencer] reminds me of someone I know.

Citation

Rubin, A.M., Perse, E.M., & Powell, R.A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155–180.