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Parasocial relationship: reconceptualization, scale development and validation

Author

Listed:
  • Sheng, Jie
  • Kostyk, Alena
  • Chatzipanagiotou, Kalliopi

Abstract

Parasocial relationship (PSR) plays a key role in consumer behavior, yet its conceptualization has been muddled. Existing PSR measurements, developed primarily for offline contexts, fail to address the need for valid and reliable scales applicable to online environments. This research reconceptualizes PSR in the modern marketplace and develops a new, valid, and reliable measurement instrument to assess it. By integrating multidisciplinary literature and consumer insights, this paper proposes a refined definition of PSR that captures its multidimensional nature. Based on a systematic literature review and five empirical studies, it introduces a new online PSR scale comprising three dimensions, including intimacy, maintenance, and real-life relationship intention, which demonstrates high reliability and validity. The new definition and scale significantly contribute to consumer behavior literature and offer practical implications.

Suggested Citation

  • Sheng, Jie & Kostyk, Alena & Chatzipanagiotou, Kalliopi, 2026. "Parasocial relationship: reconceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 210(C).
    • Handle: RePEc:eee:jbrese:v:210:y:2026:i:c:s0148296326001566
    DOI: 10.1016/j.jbusres.2026.116122
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