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The impact of artist-audience parasocial relationships on engagement in co-creation
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Orientador(es)
Resumo(s)
The music industry has recently undergone paradigm-shifting changes, leading to the
transformation of the conventional manager-employee dyads into triads involving the audience
– with the emergence and democratization of the consumer-artist role. Consumers take a more
active part in formerly internal tasks of the value chain, engaging in co-creation. Parasocial
relationships are one-sided socio-emotional bonds with media personae, revolutionized by
Internet communication technologies’ interactive capabilities. Artist-audience connections are
demonstrably distinct from other parasocial relationships. This thesis provides a first attempt
to investigate the impact of artist-audience parasocial relationships on engagement in co creation, through an experimental approach collecting data from 201 individuals.
Descrição
Palavras-chave
Music industry Parasocial relationships Co-creation Consumer behavior Social media