Studying the nature of parasocial interaction and its stimuli and response : netnography studying Thai kentucky fried chicken

Name: Dawaree Theenanont

Organization : Mae Fah Luang University

keyword: Parasocial interaction

LCSH: Social interaction

Classification :.LCCS: HM1111

Abstract: This research focuses on the parasocial relationship space enabled by the Thai Kentucky Fried Chicken restaurants (KFC)’ Fanpage (Facebook) and their customers. The parasocial interaction is triggered by the stimuli of the marketing arm of the restaurant chain and its employees, by engaging the customers in an attempt to create favorable performances. An S-O-R (Stimuli-Organism-Response) model is introduced to capture the holistic configuration of the phenomena of social interaction, which addresses the research objective, while the details of the nature of the phenomena answer the three research questions being raised. This research contributes in demonstrating the usefulness of netnography, which is effective in enriching the understanding of parasocial interaction that has lacked the rigor and validity in measurements in the existent literature. In addition, this research identifies also the agentic and intentional components of parasocial interaction, which fills the gap of the existent literature. In sum, this research serves both the exploratory and explanatory purposes of the research.

Mae Fah Luang University. The Learning Resources and Education Media Center

Address: Chiang Rai

Email: library@mfu.ac.th

Name: Chai Ching Tan

Role: Advisor

Created: 2016

Issued: 2017

Modified: 2020-04-27

Issued: 2017-05-30

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Thesis HM1111 D269s 2016

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Entrepreneurial Management

Grantor: Mae Fah Luang University

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