THE ROLE OF CELEBRITY’S INTIMATE SELF-DISCLOSURE AND POPULARITY IN MEDIA USERS’ PERCEPTIONS TOWARDS THE CELEBRITY

Abstract

This research examines how celebrity’s intimacy of self-disclosure and popularity on Instagram influence media users’ perceptions of the celebrity and, subsequently, their willingness to perform supportive actions for the celebrity. A 2 x 2 between-subject experimental study was conducted on 103 undergraduates. The findings revealed no significant difference between low and high intimacy disclosures on media users’ parasocial relationships with the celebrity and perceived authenticity of the celebrity. Concerning celebrity’s popularity, media users’ perceived a celebrity to be more authentic when the celebrity is more popular, which in turn positively influences the development of parasocial relationship with the celebrity, and consequently, their willingness to perform supportive actions for the celebrity. Explanations for the findings, practical implications and limitations are discussed.