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Ibrena Daradia

How Entertainment Companies Shape Parasocial Relationships and Profit from Fan Devotion

Biography

Ibrena Daradia_Headshot

Ibrena Daradia believes the best stories don’t just inform, instead they spark conversations, build connections, and leave a lasting mark. Hailing from Indonesia, she believes in the power of representation and creativity in communication. She aims to bring more inclusivity and empowerment to the entertainment industry, making it a space where every voice resonates. With passion in event marketing, partnerships, and social media management, Ibrena thrives on moments that connect people together. She sees communication as more than just a skill, it’s a power that turns any ideas ( even the most “basic” ones) into impact.

Details of Project

In today’s digital era, fans don’t just admire their favorite celebrities from afar, instead they have fostered a sense of closeness that was previously unattainable. Idols are trained not only in performance but also in cultivating a carefully crafted public persona designed to feel intimate and personal. This research explores how entertainment companies strategically foster parasocial relationships—one-sided emotional bonds between fans and idols—to drive consumer spending and boost brand loyalty.

By analyzing over 70 social media posts, comments, and videos from platforms like TikTok, Reddit, and X, this study uncovers how fans react to parasocial marketing tactics that lead to fans willingly investing their time, mental health, and money just to maintain their emotional connection with idols. While these strategies increase corporate profits, they also raise ethical concerns, which leads to the question: To what extent is parasocial relationship ethically profitable? Find out more through my research video!

Lightning talk

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