Leader-Follower Parasocial Interaction Scale

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Author(s): William J. Brown (Regent University, USA)and Mihai C. Bocarnea (Regent University, USA)
Copyright: 2021
Pages: 17
Source title: Handbook of Research on Advancements in Organizational Data Collection and Measurements: Strategies for Addressing Attitudes, Beliefs, and Behaviors
Source Author(s)/Editor(s): Mihai C. Bocarnea (Regent University, USA), Bruce E. Winston (Regent University, USA)and Debra Dean (Regent University, USA)
DOI: 10.4018/978-1-7998-7665-6.ch011

Keywords: Business and Organizational Research / Business Science Reference / Data Management / Knowledge Management and Library Science

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Abstract

In the ubiquitous mediated world in which we live, we daily encounter organizational leaders through mediated communication. New communication technology and the age of the COVID-19 pandemic have made these mediated encounters even more pronounced, leading to more opportunities for parasocial interaction with organizational leaders by various publics. This chapter provides a theoretical model and quantitative measurement for assessing parasocial interaction in the social scientific tradition of middle range analysis. The leader-follower parasocial interaction scale provided here is a useful tool for assessing the persuasive influence of leaders on those who follow them.

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Leader-Follower Parasocial Interaction Scale

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