Checkered Flags and Mediated Friendships: Parasocial Interaction among NASCAR Fans

Abstract

Parasocial interaction (PSI) involves attraction to and subsequent relationship development with mediated characters. This study examined the nature of PSI in NASCAR fans, the fastest growing sport in the United States. Our findings indicated that PSI among NASCAR fans is a multi-dimensional concept consisting of parasocial enjoyment and parasocial attachment. Furthermore, PSI was linked to increased audience activity (involvement, intentionality and affinity), higher levels of NASCAR fandom, positive perceptions of a favorite driver’s corporate sponsors, sex, NASCAR fandom within ones family, and NASCAR viewing motives. The results of this study examine the strong parasocial bond between fan and driver and may have direct implications for marketers of NASCAR.