Celebrity Culture and the Psychology of Parasocial Relationships in the Age of Instagram and TikTok

Abstract

In the age of Instagram and TikTok, celebrity culture has evolved into a hyper-visual and interactive phenomenon that fosters intense Parasocial Relationships (PSRs) between celebrities and their followers. This study examined the impact of these digital platforms on the psychology of PSRs, with a specific focus on perceived intimacy, emotional attachment, and identity formation. The research aimed to understand how the features and usage frequency of Instagram and TikTok contribute to the depth of these one-sided relationships and their psychological implications for users. A quantitative methodology was employed, using a structured survey distributed to 300 social media users aged 18–35. The findings revealed a significant correlation between the frequency of platform use and the strength of PSRs, with TikTok showing a stronger association due to its algorithmic personalization and direct content engagement. Gender and age differences also emerged, with younger and female users reporting higher levels of emotional bonding. The study supports existing theories such as Uses and Gratifications and Attachment Theory, while also highlighting how digital interactivity and visual content intensify the illusion of reciprocity. The implications extend to media psychology, influencer marketing, and mental health, suggesting a growing need for Media and Information Literacy (MIL) and ethical engagement practices. The research contributes to a deeper understanding of how celebrity-fan dynamics are transformed in the digital age, paving the way for further interdisciplinary exploration.