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首頁> 外文期刊>Computers in Human Behavior >Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators
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Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators

機譯：擴展個人品牌帶來的類型學(xué)與社交媒體上的公眾數(shù)據(jù)逐步互動：社會存在和媒體多路復(fù)用作為調(diào)解員

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The extent of a social media public figure's success often rests on their ability to establish a personal connection with audiences. Drawing from decades of prior research on parasocial interaction and a typology of personal branding affordances developed in our prior work, this study examined the extent to which a platform's perceived affordances might predict such parasocial interaction. Results supported this association and identified social presence and media multiplexity as independent mediators of it, consistent with prior work in interpersonal communication and technology research. Moreover, the pattern of findings validated audience involvement and locus of promotion as key dimensions delineating the personal branding affordances typology, with multiplatform participatory affordances fostering the most intimate perception of public figures by audiences (i. e., with heightened social presence, media multiplexity, and parasocial interaction).
機譯：社交媒體公眾人物的成功的程度通常依賴于他們與受眾建立個人聯(lián)系的能力。繪圖從幾十年來研究跨社會互動以及我們在我們的事先工作中制定的個人品牌帶來的類型學(xué)，研究了平臺的感知能力可能預(yù)測這種跨社會互動的程度。結(jié)果支持這一協(xié)會，并將社會存在和媒體多路復(fù)用確定為它的獨立調(diào)解員，與前務(wù)交流和技術(shù)研究的事先工作一致。此外，調(diào)查結(jié)果的模式驗證了受眾的參與和促銷軌跡作為劃定個人品牌的關(guān)鍵維度類型，其中包括多平面參與度，促進受眾的最親密的對公眾人物的看法（即，社會存在提高，媒體多路復(fù)用和跨社會相互作用）。

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