Reputation matters: parasocial attachment, narrative engagement, and the 2018 Taylor Swift political endorsement

Abstract

This study examined the processing of a celebrity political social media post in terms of parasocial attachment and narrative engagement. Taylor Swift’s 2018 election endorsement Instagram post was examined in the final weeks before Election Day. Participants were measured for level of parasocial attachment, level of narrative engagement, and subsequent intentions for the 2018 election. Findings suggest that narrative involvement, above and beyond mere parasocial attachment, aid in the processing of messages and influence behavior change. Implications are discussed.