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VOL. 8, ISSUE 2 (2026)
Understanding Consumer Parasocial Interaction through Celebrity Images: A Conceptual Study
Authors
Sarita, Dr. Yadvinder Parmar2, Dr. Yogesh Kumar
Abstract
The current research aims to develop a conceptual
framework on the celebrity-consumer relationship and its impact on consumer behaviour.
Consumer images get shaped through multiple media exposures which leads to
formation of one-sided relationship with celebrities known as parasocial
relationship. The research highlights that potent parasocial relationships can
lead to positive brand outcomes. These findings can aid marketing practitioners
in building better consumer engagement promotional materials.
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Pages:69-70
How to cite this article:
Sarita, Dr. Yadvinder Parmar2, Dr. Yogesh Kumar "Understanding Consumer Parasocial Interaction through Celebrity Images: A Conceptual Study". International Journal of Commerce and Economics, Vol 8, Issue 2, 2026, Pages 69-70
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