Akdeniz University Faculty of Communication, published in the journal ‘Phenomenon and unplanned purchasing behavior from the internet’ in the article titled, social media phenomena commitment to the online, increased unplanned shopping behavior.
Dean of the Faculty of Communication evaluating the study. Dr. Seçil Deren Van Het Hof said that the unilateral bond established with phenomena directed users to buy without question. Van Het Hof pointed out that this interaction was defined as ‘parasocial relationship’ and emotions were commercialized.
Parasocial interaction with phenomena
Stating that the unilateral bond established with social media phenomena directed users to purchase without realizing it. Dr. Van Het Hof, “This interaction is an illusion. We see them as our friend, but they do not even know us. This makes us accept their advice without questioning. The parasocial interaction we have established with these people creates a imitation of this effect.
‘We believe that we can reach their lifestyle’
Saying that this situation is not only one -dimensional. Dr. Van Het Hof, “That person likes, desires the product we are starting to desire. The sense of appreciation, we are trying to transfer to ourselves through the product. This is turning into a transfer of desire. It is difficult to establish a personal similarity with a very famous person.
