Friend-zone with benefits: The parasocial advertising of Kim Kardashian

Abstract

This research focuses on the social-media-driven convention of advertising, and seeks to analyze the type of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is the most current and successful celebrity endorser. A content analysis including posts and responses from April and May 2011 is used to analyze the type of advertising messages and celebrity/audience interaction. The goal of the study is to establish whether Parasocial Interaction could improve the effectiveness of advertising. Due to findings that yielded a high amount of endorsements embedded into personal stories, as well as female approval for those posts, it can be stated that Parasocial Interaction takes place between the celebrity and audiences. It can also be considered as an advertising vehicle, in terms of positive audience feedback. The results imply that advertisers should utilize Parasocial Interaction to conduct successful advertising.

Keywords::

• advertising
• celebrity endorsers
• social media
• Parasocial Interaction Theory
• Kim Kardashian

Additional information

Notes on contributors

Jennifer Anette Lueck

Jennifer Anette Lueck is a first-year PhD candidate at the University of Minnesota's School of Journalism and Mass Communication, Minneapolis, Minnesota. The idea for the research project ‘Friend-Zone with benefits: The Parasocial advertising of Kim Kardashian,’ was formed during the course of her graduate studies at the University of Southern Mississippi with the guidance of graduate adviser and thesis chair, Dr. Fei Xue. Luecks' research interests currently revolve around social media advertising, celebrity endorsers, and brand narratives. Her latest project focuses on social media celebrity endorsements and brand credibility.