The Relationship Between Parasocial Theory and Brand Placement

Year 2019, , 116 - 128, 07.10.2019

Burcu Özbay

https://doi.org/10.32739/etkilesim.2019.4.66

Abstract

This paper reviews parasocial theory including parasocial interaction, parasocial relationship, parasocial break up, the death of a character or a celebrity, parasocial attachment and the correlation between brand placement and parasocial theory. This paper contains secondary sources, which is literature review. While brand placement has been a controversial issue since there are no exact rules to follow to make a successful brand placement and also it remains unclear whether brand placement is effective or not, the popularity of it has been growing rapidly. In spite of this, there are not many studies regarding the correlation between brand placement and parasocial theory. Therefore, the aim of this paper is to bring clarity to each subject matter and the correlation between them.

Keywords

parasocial theory, brand placement, fictional characters, celebrities

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