Off-campus SJSU users: To download campus access theses, please use the following link to log into our proxy server with your SJSU library user name and PIN.

Publication Date

Fall 2025

Degree Type

Thesis - Campus Access Only

Degree Name

Master of Arts (MA)

Department

Psychology

Advisor

Arlene Asuncion; Bianca Hinojosa; Shinchieh Duh

Abstract

Celebrity endorsements are a common marketing tactic used by brands and advertisers to increase purchase intentions. These types of endorsements can be more impactful with the presence of a parasocial relationship (PSR) (one-sided imaginary relationships between a media user and figure). While some research has investigated the heightened desire to purchase products, less is known about the underlying psychological factors that drive young adults in the U.S. to engage with celebrity-endorsed products on social media. The purpose of this study was two-fold. First, it investigated how PSRs and media user gender affect purchase intentions. Second, it examined how persuasion knowledge and celebrity credibility moderate the relationship between PSR and purchase intention. It was hypothesized that PSR would significantly predict purchase intentions, and female participants would have higher levels of purchase intentions than male participants. Additionally, it was hypothesized that celebrity credibility and persuasion knowledge would moderate the relationship between PSR and purchase intention. To investigate these hypotheses, a total of 132 participants completed an online survey. Eligible participants were between the ages of 18 to 30, identified as male or female, and used TikTok regularly. Results indicated that PSR was significantly associated with purchase intention, but media user gender was not. Further, neither celebrity credibility nor persuasion knowledge moderated the relationship between PSR and purchase intention. This study’s findings highlight the marketing value of PSRs and celebrity endorsements on digital platforms like TikTok.

Download

Share

COinS