Date of Award
Spring 5-3-2024
Level of Access Assigned by Author
Open-Access Thesis
Degree Name
Master of Arts (MA)
Department
Communication
Advisor
Judith Rosenbaum-Andre
Second Committee Member
Laura Rickard
Third Committee Member
Michael Socolow
Additional Committee Members
Amelia Couture Bue
Abstract
Morality impacts relationships in complex and highly contextual ways. Moral violations specifically can lead to a variety of reactions in social and parasocial relationships. This study extends past research on morality and parasocial relationships to examine the impacts of moral violations on parasocial relationships with influencers. Drawing on affective disposition theory, and expectancy violations theory, this study employs a 3-condition between subjects experiment to determine this relationship. The results indicate that a moral violation can result in a decrease in enjoyment of the influencer’s content and a parasocial breakup. The results also suggest that a moral difference between fan and influencer caused by the moral violation mediates the relationship between exposure to a moral violation committed by an influencer and a decrease in the strength of the parasocial relationship. Implications for the study of morality and parasocial relationships are discussed.
Recommended Citation
Aprill, Julie, "The Effects of Moral Violations on Parasocial Relationships with Influencers" (2024). Electronic Theses and Dissertations. 3981.
https://digitalcommons.library.umaine.edu/etd/3981