The recovery function of parasocial relationships for hopelessness on short-form video platforms: a moderated mediation study

TL;DR

This study explores how parasocial relationships on short-form video platforms can help reduce feelings of hopelessness and improve self-identity and well-being.

Contribution

The paper introduces a moderated mediation model showing how perceived similarity influences the impact of parasocial relationships on hopelessness.

Findings

Parasocial relationships mediate the link between hopelessness and self-identity/well-being.

Perceived similarity moderates the relationship between hopelessness and parasocial relationships.

Higher perceived similarity strengthens the positive effect of hopelessness on parasocial relationships.

Abstract

Researchers have long examined the relationship between media use and negative psychological states. However, the correlation between hopelessness, parasocial relationships, and self-identity/ well-being on short-form video platforms is unknown. Additionally, the perceived similarity’s role in moderating these relationships has not been established.

Drawing on the theoretical model for the development of parasocial relationships, we tested and confirmed the validity of a moderated mediation model, demonstrating how individuals experiencing hopelessness may obtain self-identity and well-being via the mediation of parasocial relationships and the moderation of perceived similarities on short-form video platforms.

The results of a survey among 2,902 users of short-form video platforms in China indicated that parasocial relationships mediated the relationship between hopelessness and self-identity/well-being. Perceived similarities had a significant moderation effect on the relationship between hopelessness and PSR and the indirect effect of perceived similarities on self-identity (or well-being).

Users on short-form video platforms can autonomously derive positive health effects (self-identity/well-being) via PSRs. Perceived similarity exerted a moderating effect on the relationship between hopelessness and PSRs among individuals on short-form video platforms: the positive relationship between hopelessness and PSR is stronger for individuals with higher perceived similarities.

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