Celebrities Parasocial Interaction and relationships: predictor of voting preference towards endorsed political candidates / Dave De Guzman Centeno - 4 0 16; 5 Philippine Management Review (2016).pp. 53-68
ABSTRACT: This paper follows through a previous work (Celebrification in Philippine Politics) in 2010 that investigate the role of celebrity endorsers parasocial interaction and relationship (PSIR) in voting preferences towards the endorsed candidates of the 2007 Philippine senate elections. Asa sequel, this current work confirms the paradigmatic relational approach on how celebrities affect voters political behaviors in the context of the succeeding 2010 Philippine pressidential election. Furthermore, this study offers improvement of the parasocial scale by adopting recently developed scales and suggesting an additional dimension realized from an in-progress completing qualititative study of paper.
Keywords: 2 -- 0; 6; Celebrity Endoresements -- Parasocial Interaction; 20; 2