Industrial psychiatry journal · 2025
A cross-sectional study to explore the association between parasocial interaction and big five personality traits toward K-wave/Hallyu.
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Ganta Venkata Sai Honey, Donthu Raj Kiran, Salaam Mohammed Abdul
Аннотация
BACKGROUND: Hallyu or Korean wave (K-wave) is the term used to describe diffusion and export of South Korean popular culture into the global market and includes music (K-pop), TV shows (K-drama), cuisine (K-cuisine), video games, and cartoons. The fandom for K-wave is increasing, but there is limited understanding on its parasocial relationships, personality traits, and media immersion (transportation) in the Indian context.
AIM: To explore the relationship between parasocial behavior, big five personality traits, and transportation among young adult K-wave fans.
MATERIALS AND METHODS: This is a cross-sectional study conducted using Google forms, distributed through various social media platforms using the snowball technique with a sample size of 204 between ages 15 and 35 years. The scales used are Measure of Parasocial Relationships, Big five personality inventory, and Transportation scale - short form.
RESULTS: The mean age of the participants was 23.9 years. The majority were introduced by their friends (55.4%); the common platform for accessing the content is YouTube (42.6%). There was statistically significantly higher parasocial relationship exhibited by the female participants in all domains, except in the behavioral domain of MMPR. There was also a statistically significant moderate positive correlation between parasocial behavior and transportation.
CONCLUSION: The study offers insightful information on the ways that personality qualities and K-wave content consumption affect parasocial interactions between Korean wave enthusiasts in India.
AIM: To explore the relationship between parasocial behavior, big five personality traits, and transportation among young adult K-wave fans.
MATERIALS AND METHODS: This is a cross-sectional study conducted using Google forms, distributed through various social media platforms using the snowball technique with a sample size of 204 between ages 15 and 35 years. The scales used are Measure of Parasocial Relationships, Big five personality inventory, and Transportation scale - short form.
RESULTS: The mean age of the participants was 23.9 years. The majority were introduced by their friends (55.4%); the common platform for accessing the content is YouTube (42.6%). There was statistically significantly higher parasocial relationship exhibited by the female participants in all domains, except in the behavioral domain of MMPR. There was also a statistically significant moderate positive correlation between parasocial behavior and transportation.
CONCLUSION: The study offers insightful information on the ways that personality qualities and K-wave content consumption affect parasocial interactions between Korean wave enthusiasts in India.