1. SAIMA IQBAL - Lecturer Communication Studies, Queen Mary College Lahore. PhD Scholar Lahore College for Women
2. Dr. HASEEB UR REHMAN WARRICH - Associate Professor, Department of Arts and Media, Foundation University Islamabad.
3. ZIL E HUMA - Lecturer, Media Studies, University of Balochistan, Quetta.
4. Dr. SHEHLA HONEY - Centre for Nanosciences, University of Okara, Okara, Pakistan. Department of Physics, University of Okara, Okara Pakistan.
5. SHAZIA AKRAM - Incharge, Center for Study of Law and Society, University of Okara.
With the increasing penetration of the internet and modern entrainment-related use a certain media. In this regard, the study used the parasocial relationship and technologies, there is a shift in behaviors regarding the use of media. Considering the importance of the issue the present study attempted to examine the predictors of why audiences repeatedly emotional engagement as a mediator and moderator accordingly. The study is cross-sectional and descriptive. A total of 400 questionnaires were distributed by using convenience sampling among students and 325 questionnaires were used for data analysis. PLS-SEM approach was used for data analysis. Both the measurement model and structural model were assessed. The results of the study revealed that TV channel addiction among the respondents tends to result in parasocial relationships. Later on, their parasocial relationships with the TV channels tend to result in their repeating behavior to watch these channels and it can be termed as brand loyalty. On the contrary, the study results did not reveal a significant relationship between YouTube channel addiction and parasocial relationships. Additionally, the study also did not support the mediation of the parasocial relationship between YouTube channel addiction and repeating viewing among students. On the other hand, the presence of emotional engagement in the TV channel content tends to result in better parasocial relationships due to TV channel addiction as compared to YouTube. Whereas the study results also did not support the moderation of emotional engagement between the relationship of YouTube channel addiction and parasocial relationship. Detailed results are presented in the corresponding section and future directions are also provided.
YouTube, Television Channels, PLS-SEM, Parasocial Relationships, Emotional Engagement