# Attachment beyond the screen: The influences of demographic factors and parasocial relationships on social media use in Qatar

## TL;DR

This study explores how demographics and parasocial relationships influence social media use in Qatar, highlighting cultural context's role.

## Contribution

It provides novel insights into social media usage in a non-WEIRD context by analyzing parasocial relationships and demographic interactions.

## Key findings

- Stronger parasocial relationships with Instagram influencers correlate with higher daily social media usage.
- Being male, older, or having higher income is negatively associated with social media usage time.
- Females, young people, and those with lower income use social media more when they have strong parasocial relationships.

## Abstract

Most studies on social media usage and parasocial relationships (PSRs) have been conducted in WEIRD (Western, Educated, Industrialized, Rich, and Democratic) societies, potentially overlooking the unique cultural, social, and economic factors present in non-WEIRD contexts. Examining these phenomena in a non-WEIRD setting is essential for a comprehensive understanding of social media’s global impact.

Secondary data from 574 participants in Qatar who followed Instagram influencers were analyzed using Bayesian analyses aided by Markov Chain Monte Carlo (MCMC) algorithms to examine the relationships between social media usage time, PSRs, and demographic factors.

The analysis results show that, regarding linear effects, a stronger parasocial relationship with Instagram influencer(s) is associated with higher daily social media usage time. Meanwhile, being male, being older, and having higher incomes all have negative associations with daily social media usage time. When parasocial relationships and the three demographic factors are seen in their interactions, negative associations with social media usage were also found in a similar pattern. To elaborate, among those with high parasocial relationship degrees, females, young people, and poor people tend to use social media for more hours each day.

This study highlights that demographic factors such as gender, age, and income in their interactions with parasocial relationships are associated with social media usage time within the non-WEIRD social context of Qatar. The findings underscore the necessity of considering the specific local cultural settings when studying social media behaviors.