Understanding the influence of parasocial relationship in shaping fan development and brand love on social media : an Ariana Grande case study
Tonneau, Lucas (2025)
Pro gradu -tutkielma
2025
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2025093098846
https://urn.fi/URN:NBN:fi-fe2025093098846
Tiivistelmä
This research's main purpose is to understand how parasocial relationships with Ariana Grande can influence pre-purchase, purchase, and post-purchase stages. After a review of the existing literature on each stage of the fan development, parasocial relationship influence, and brand love antecedents and outcomes, a solid foundation for this study was set up. Plus, a quantitative approach was chosen, and the data collection occurred from early August 2025 to mid- September 2025, resulting in 235 usable responses for the analysis.
This study examines how Parasocial Relationship affects each stage of the fan development, but also how these stages interact with one another. It finds that Parasocial Relationship influence on the pre- and post-purchase stage is not observable. However, brand love antecedents in the pre-purchase stage significantly influence fans’ decisions to purchase Ariana Grande’s direct or indirect products. In fact, the highest brand love antecedents influencing the purchase process are Passionate-Driven Behaviour. Continuously, the purchasing actions significantly influence brand love outcomes in the post-purchase stage. Indeed, the highest brand love outcome influenced by the purchase process is Brand Loyalty. The only observable Parasocial Relationship influence is on purchase intention, leading to a negative impact rather than an expected positive one.
These findings contribute to understanding how people progressively become fans of artists, emphasizing the importance of Passionate-Driven Behaviour and Brand Loyalty. Marketers should consider these antecedents and outcomes to adapt their marketing campaigns to properly advertise artists like Ariana Grande.
This study examines how Parasocial Relationship affects each stage of the fan development, but also how these stages interact with one another. It finds that Parasocial Relationship influence on the pre- and post-purchase stage is not observable. However, brand love antecedents in the pre-purchase stage significantly influence fans’ decisions to purchase Ariana Grande’s direct or indirect products. In fact, the highest brand love antecedents influencing the purchase process are Passionate-Driven Behaviour. Continuously, the purchasing actions significantly influence brand love outcomes in the post-purchase stage. Indeed, the highest brand love outcome influenced by the purchase process is Brand Loyalty. The only observable Parasocial Relationship influence is on purchase intention, leading to a negative impact rather than an expected positive one.
These findings contribute to understanding how people progressively become fans of artists, emphasizing the importance of Passionate-Driven Behaviour and Brand Loyalty. Marketers should consider these antecedents and outcomes to adapt their marketing campaigns to properly advertise artists like Ariana Grande.