Sense of Community on Twitter and Instagram: Exploring the Roles of Motives and Parasocial Relationships

Abstract

Although research has explored the ways in which people form virtual communities to converse about media figures, television shows, and similar topics, little research has examined the link between virtual communities and the parasocial relationships (PSRs) that are often the focus of these conversations and users' experiences in those virtual communities. We examined sense of community (SOC) on Twitter and Instagram as a function of users' motives for use and users' PSR on the sites. In addition to examining the relative importance of different motives for using Twitter and Instagram, we predicted that PSR would mediate the association between motives for use and SOC. Results of an online survey revealed that Instagram users (n = 276) reported stronger social interaction motives than did Twitter users (n = 223). Social interaction and expressive information sharing motives were directly positively associated with SOC for users of both sites. Instagram users also exhibited indirect effects of expressive information sharing and companionship motives on SOC, through PSR. These findings suggest potentially influential differences between Twitter and Instagram, particularly regarding the role of PSR in fostering a general SOC.

The Impact of Social Media Participation on Academic Performance in Undergraduate and Postgraduate Students

“…Social networks offer a unique opportunity to spur socialisation at university. The social interaction processes and patterns of information sharing that can develop on Twitter have a positive influence on the sense of community generated among students (Blight, Ruppel, & Schoenbauer, 2017). As Mamonov, Koufaris, and Benbunan-Fich (2016) assert, social interaction has a positive relationship with the sense of community on social networks.…”

Celebrity-Fan Engagement on Instagram and Its Influence on The Perception of Hijab Culture Among Muslim Women in Malaysia

“…In studies that have examined online parasocial interaction, some scholars have focused on how parasocial relationships through social media engagements with celebrities can influence fan's attitudes and behaviors. Specifically, scholars have found that parasocial E-ISSN: 2289-1528 https://doi.org/10.17576/JKMJC-2019-3501-19 relationships with celebrities affect social media users in many ways, e.g., in fostering a heightened sense of interpersonal closeness (Frederick, Choong, Clavio & Walsh, 2012), increased sense of community (SOC) in online communities formed by Twitter and Instagram users (Blight, Ruppel & Schoenbauer, 2017), and can lead to behavioural intention to purchase products or services endorsed by the celebrity on social media (Schroath, 2016), and even elevated levels of perceived brand credibility in the brands endorsed by the celebrities on social media (Chung & Cho, 2014). Parasocial relationship with television stars can even influence the intention to watch the television show in the near future for their loyal fans who follow them on Twitter (Tengku Siti Aisha & Aini Maznina, 2017).…”

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