Analytical Factors Influencing Parasocial Interaction and Engagement of V-Tuber Fan Communities: A Decision-Oriented Perspective

Assoc. Prof. Pakpoom Hannapha; Benyapa Madueachumporn; Asst. Prof. Thiti Vitayasorana

doi:10.31081/dmame8120251630

Authors

Assoc. Prof. Pakpoom Hannapha Program Content Creation and Digital Media Innovation, Faculty of Humanities and Social Sciences, Mahasarakham University, Thailand.
Benyapa Madueachumporn Program Content Creation and Digital Media Innovation, Faculty of Humanities and Social Sciences, Mahasarakham University, Thailand.
Asst. Prof. Thiti Vitayasorana Department of Digital Content Creation Collage of Communication Art Rangsit University, Thailand

DOI:

https://doi.org/10.31081/dmame8120251630

Keywords:

Decision Analysis, Parasocial Interaction, Virtual Community, V-Tuber, Engagement, Interpersonal Attraction, Digital Management

Abstract

This research investigates the factors influencing the longevity of parasocial interaction and engagement within V-Tuber fan communities from a decision-making perspective. Employing a quantitative methodology, data were collected through a structured questionnaire administered to 4,000 active V-Tuber enthusiasts participating in virtual communities. Both descriptive and inferential statistical techniques were applied to identify the behavioural and demographic variables that significantly affect levels of parasocial interaction and engagement. Findings reveal that being female, belonging to the Generation Z cohort (aged 12–27), and being a university student are the primary demographic determinants of interaction intensity. Concerning media consumption, YouTube emerged as the predominant platform, with users typically spending one to two hours daily and engaging five to six times per week. Direct interpersonal attraction—manifested through straightforward communication, emotional expressiveness, and human-like visual design—was identified as a crucial factor in shaping parasocial interactions. These interactions subsequently foster relationship formation, loyalty, and active participation in community discussions. From a managerial and technical perspective, the results highlight that well-designed digital communication strategies and user-interface initiatives can markedly enhance engagement and retention within fan-based ecosystems. The study contributes to decision-making literature by offering a data-driven framework for optimizing virtual engagement strategies in contexts such as entertainment, digital marketing, and community management.

Downloads

Download data is not yet available.

References

[1] Beege, M., Nebel, S., Schneider, S., & Rey, G. D. (2019). Social entities in educational videos: Combining the effects of addressing and professionalism. Computers in Human Behavior, 93, 40-52. https://doi.org/10.1016/j.chb.2018.11.051

[2] Chinchilla, P., & Kim, J. (2024). VTuber for Streamers: Exploring the Role of Social Presence in the Visual Representation of Streamers. Communication Studies, 75(6), 844-860. https://doi.org/10.1080/10510974.2024.2337955

[3] Dai, Y., & Walther, J. B. (2018). Vicariously Experiencing Parasocial Intimacy with Public Figures Through Observations of Interactions on Social Media. Human Communication Research, 44(3), 322-342. https://doi.org/10.1093/hcr/hqy003

[4] Du, Y., Xu, W., Piao, Y., & Liu, Z. (2025). How Collectivism and Virtual Idol Characteristics Influence Purchase Intentions: A Dual-Mediation Model of Parasocial Interaction and Flow Experience. Behavioral Sciences, 15(5), 582. https://doi.org/10.3390/bs15050582

[5] Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-02760-9

[6] Gerlich, M. (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8), 178. https://doi.org/10.3390/admsci13080178

[7] Gregg, P. B. (2018). Parasocial Breakup and Twitter: The Firing of Barb Abney. Journal of Broadcasting & Electronic Media, 62(1), 38-50. https://doi.org/10.1080/08838151.2017.1402900

[8] Howe, T. R., Aberson, C. L., Friedman, H. S., Murphy, S. E., Alcazar, E., Vazquez, E. J., & Becker, R. (2015). Three Decades Later: The Life Experiences and Mid-Life Functioning of 1980s Heavy Metal Groupies, Musicians, and Fans. Self and Identity, 14(5), 602-626. https://doi.org/10.1080/15298868.2015.1036918

[9] Hu, L., Min, Q., Han, S., & Liu, Z. (2020). Understanding followers’ stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, 54, 102169. https://doi.org/10.1016/j.ijinfomgt.2020.102169

[10] Jennings, N., & Alper, M. (2016). Young Children’s Positive and Negative Parasocial Relationships with Media Characters. Communication Research Reports, 33(2), 96-102. https://doi.org/10.1080/08824096.2016.1154833

[11] Kim, H., & Suh, J. (2024). Big Data Analysis of ‘VTuber’ Perceptions in South Korea: Insights for the Virtual YouTuber Industry. Journalism and Media, 5(4), 1723-1748. https://doi.org/10.3390/journalmedia5040105

[12] Kim, M. S., Wang, S., & Kim, S. (2023). Effects of Online Fan Community Interactions on Well-Being and Sense of Virtual Community. Behavioral Sciences, 13(11), 897. https://doi.org/10.3390/bs13110897

[13] Kretz, V. E. (2020). McDreamy is McDead: Fan responses to a parasocial break-up. Journal of Fandom Studies, The, 8(2), 147-163. https://doi.org/10.1386/jfs_00014_1

[14] Lee, Y., & Park, S. (2025). Classifying and Characterizing Fandom Activities: A Focus on Superfans’ Posting and Commenting Behaviors in a Digital Fandom Community. Applied Sciences, 15(9), 4723. https://doi.org/10.3390/app15094723

[15] Lim, J. S., Choe, M.-J., Zhang, J., & Noh, G.-Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108, 106327. https://doi.org/10.1016/j.chb.2020.106327

[16] Liu, J. (2023). Virtual presence, real connections: Exploring the role of parasocial relationships in virtual idol fan community participation. Global Media and China, 10(4), 490-511. https://doi.org/10.1177/20594364231222976

[17] Lv, J., Cao, C., Xu, Q., Ni, L., Shao, X., & Shi, Y. (2022). How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming. Sustainability, 14(14), 8907. https://doi.org/10.3390/su14148907

[18] Mircica, N. (2020). Restoring Public Trust in Digital Platform Operations: Machine Learning Algorithmic Structuring of Social Media Content. Review of Contemporary Philosophy, 19(0), 85. https://doi.org/10.22381/rcp1920209

[19] Nanda, A. P., & Banerjee, R. (2020). Binge watching: An exploration of the role of technology. Psychology & Marketing, 37(9), 1212-1230. https://doi.org/10.1002/mar.21353

[20] Oliver, M. B., Bilandzic, H., Cohen, J., Ferchaud, A., Shade, D. D., Bailey, E. J., & Yang, C. (2019). A Penchant for the Immoral: Implications of Parasocial Interaction, Perceived Complicity, and Identification on Liking of Anti-Heroes. Human Communication Research, 45(2), 169-201. https://doi.org/10.1093/hcr/hqy019

[21] Perks, L. G., & Turner, J. S. (2018). Podcasts and Productivity: A Qualitative Uses and Gratifications Study. Mass Communication and Society, 22(1), 96-116. https://doi.org/10.1080/15205436.2018.1490434

[22] Rosaen, S. F., & Dibble, J. L. (2016). The Impact of Viewer Perceptions of Media Personae and Viewer Characteristics on the Strength, Enjoyment, and Satisfaction of Parasocial Relationships. Communication Studies, 68(1), 1-21. https://doi.org/10.1080/10510974.2016.1240701

[23] Schramm, H., Liebers, N., Biniak, L., & Dettmar, F. (2024). Research trends on parasocial interactions and relationships with media characters. A review of 281 English and German-language studies from 2016 to 2020. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1418564

[24] Sedmak, A., & Svetina, M. (2023). Components of adolescents’ attraction with YouTubers. Current Psychology, 43(7), 6167-6179. https://doi.org/10.1007/s12144-023-04784-x

[25] Slater, M. D., Ewoldsen, D. R., & Woods, K. W. (2017). Extending Conceptualization and Measurement of Narrative Engagement After-the-Fact: Parasocial Relationship and Retrospective Imaginative Involvement. Media Psychology, 21(3), 329-351. https://doi.org/10.1080/15213269.2017.1328313

[26] So, J., & Shen, L. (2016). Personalization of Risk Through Convergence of Self- and Character-Risk. Communication Research, 43(8), 1094-1115. https://doi.org/10.1177/0093650215570656

[27] Spangardt, B., Ruth, N., & Schramm, H. (2016). “… And Please Visit Our Facebook Page, Too!” How Radio Presenter Personalities Influence Listeners’ Interactions With Radio Stations. Journal of Radio & Audio Media, 23(1), 68-94. https://doi.org/10.1080/19376529.2016.1155710

[28] Stever, G. S. (2017). Evolutionary theory and reactions to mass media: Understanding parasocial attachment. Psychology of Popular Media Culture, 6(2), 95-102. https://doi.org/10.1037/ppm0000116

[29] Su, B.-C., Wu, L.-W., Chang, Y.-Y.-C., & Hong, R.-H. (2021). Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships. Sustainability, 13(19), 10919. https://doi.org/10.3390/su131910919

[30] Tafheem, N., El-Gohary, H., & Sobh, R. (2021). Social Media User-Influencer Congruity. International Journal of Customer Relationship Marketing and Management, 13(1), 1-26. https://doi.org/10.4018/ijcrmm.289213

[31] Tal‐Or, N., & Razpurker‐Apfeld, I. (2020). When the physical coldness in the viewer's environment leads to identification with a suffering protagonist. International Journal of Psychology, 56(3), 394-406. https://doi.org/10.1002/ijop.12722

[32] Tang, J. (2025). Broadcasting your virtual self: Exploring the authenticity construction and subjectivity of VTubers in China. Global Media and China. https://doi.org/10.1177/20594364251350656

[33] Wong, A., & Wei, J. (2023). Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense. Journal of Retailing and Consumer Services, 75, 103507. https://doi.org/10.1016/j.jretconser.2023.103507