ICR student Nah publishes research in 'Computers in Human Behavior'
Hye Soo Nah, a doctoral student at the Institute of Communications Research, has had a paper accepted for publication in Computers in Human Behavior, a scholarly journal dedicated to examining the use of computers from a psychological perspective.
Nah is the sole author of "The appeal of 'real' in parasocial interaction: The effect of self-disclosure on message acceptance via perceived authenticity and liking."
The paper addresses how people are influenced by “parasocial” interactions online, such as with YouTubers, TikTokers, Twitch streamers, etc. Nah found that speakers who self-disclosed while speaking (i.e., sharing personal information about themselves) were perceived as more authentic, likable, and therefore more persuasive.
Abstract: This research demonstrates how a media performer's self-disclosure in a parasocial interaction increases viewers' likelihood to agree with the performer's message. Two randomized experiments supported a serial multiple mediator model where a performer's self-disclosure positively affected viewers' message acceptance via increased perceptions of performer authenticity and feelings of interpersonal liking. In Study 1 (n = 415), participants were randomly assigned to watch a short video where the performer, a male college student, either engaged in self-disclosure or did not while presenting a prosocial, mental health-related message. Throughout both versions of the video (self-disclosure, no-disclosure), the performer gazed and spoke directly into the camera and addressed the viewer's presence, thereby engaging in parasocial interaction. Study 2 (n = 520) was a close conceptual replication of Study 1 and provided additional support for the serial multiple mediator model.