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The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic

Streaming services such as Netflix are already penetrating the mainstream market in Malaysia. Netflix offers a wide range of binge-worthy content to young adults, such as K-dramas, anime, thrillers, rom-coms, sitcoms, or reality television shows. As a newer form of media engagement, media researcher...

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Main Authors: Tengku Mohd Azzman, Tengku Siti Aisha, A. Manaf, Aini Maznina, Tak Jie, Chan
Format: Article
Language:English
English
Published: Universiti Kebangsaan Malaysia 2023
Subjects:
BF511 Affection. Feeling. Emotion
H Social Sciences (General)
P87 Communication. Mass media
Online Access:http://irep.iium.edu.my/109116/7/109116_The%20Mediating%20Role%20of%20Parasocial%20Interaction%20in%20the%20Relationship%20Between.pdf
http://irep.iium.edu.my/109116/13/109116_The%20Mediating%20Role%20of%20Parasocial%20Interaction%20in%20the%20Relationship%20Between_Scopus.pdf
http://irep.iium.edu.my/109116/
https://ejournal.ukm.my/mjc/article/view/68709
https://doi.org/10.17576/JKMJC-2023-3904-28
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spelling my.iium.irep.1091162023-12-25T04:53:57Z http://irep.iium.edu.my/109116/ The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina Tak Jie, Chan BF511 Affection. Feeling. Emotion H Social Sciences (General) P87 Communication. Mass media Streaming services such as Netflix are already penetrating the mainstream market in Malaysia. Netflix offers a wide range of binge-worthy content to young adults, such as K-dramas, anime, thrillers, rom-coms, sitcoms, or reality television shows. As a newer form of media engagement, media researchers are just beginning to understand the meaning of binge-watching, and how motivation to binge-watch (MBW) predicts binge-watching tendencies (BWT). Research on parasocial relationships formed with Netflix characters and how they influence BWT is also relatively scarce. Thus, we seek to identify predictors of BWT from the uses and gratification (U&G) perspective. We predict that parasocial interaction (PSI) will mediate the relationship between loneliness and binge-watching tendencies (BWT). Six hypotheses were tested using zero-order correlations and PROCESS Macro Hayes. A cross-sectional online survey was constructed using Google Forms, and distributed among university students in Malaysia during the COVID-19 pandemic (N = 284). Data was collected from October to December 2021. Four hypotheses were supported; results indicate that PSI, stress relief, and enjoyment predicted BWT. PSI also mediated the relationship between loneliness and BWT. Thus, parasocial relationships formed with Netflix characters prompted lonelier individuals to binge-watch more. The repercussions of these findings on U&G, PSI, and binge-watching literature will be discussed. Universiti Kebangsaan Malaysia 2023-12-12 Article PeerReviewed application/pdf en http://irep.iium.edu.my/109116/7/109116_The%20Mediating%20Role%20of%20Parasocial%20Interaction%20in%20the%20Relationship%20Between.pdf application/pdf en http://irep.iium.edu.my/109116/13/109116_The%20Mediating%20Role%20of%20Parasocial%20Interaction%20in%20the%20Relationship%20Between_Scopus.pdf Tengku Mohd Azzman, Tengku Siti Aisha and A. Manaf, Aini Maznina and Tak Jie, Chan (2023) The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic. Malaysian Journal of Communication, 39 (4). pp. 520-538. ISSN 2289-1528 https://ejournal.ukm.my/mjc/article/view/68709 https://doi.org/10.17576/JKMJC-2023-3904-28
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic BF511 Affection. Feeling. Emotion
H Social Sciences (General)
P87 Communication. Mass media
spellingShingle BF511 Affection. Feeling. Emotion
H Social Sciences (General)
P87 Communication. Mass media
Tengku Mohd Azzman, Tengku Siti Aisha
A. Manaf, Aini Maznina
Tak Jie, Chan
The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic
description Streaming services such as Netflix are already penetrating the mainstream market in Malaysia. Netflix offers a wide range of binge-worthy content to young adults, such as K-dramas, anime, thrillers, rom-coms, sitcoms, or reality television shows. As a newer form of media engagement, media researchers are just beginning to understand the meaning of binge-watching, and how motivation to binge-watch (MBW) predicts binge-watching tendencies (BWT). Research on parasocial relationships formed with Netflix characters and how they influence BWT is also relatively scarce. Thus, we seek to identify predictors of BWT from the uses and gratification (U&G) perspective. We predict that parasocial interaction (PSI) will mediate the relationship between loneliness and binge-watching tendencies (BWT). Six hypotheses were tested using zero-order correlations and PROCESS Macro Hayes. A cross-sectional online survey was constructed using Google Forms, and distributed among university students in Malaysia during the COVID-19 pandemic (N = 284). Data was collected from October to December 2021. Four hypotheses were supported; results indicate that PSI, stress relief, and enjoyment predicted BWT. PSI also mediated the relationship between loneliness and BWT. Thus, parasocial relationships formed with Netflix characters prompted lonelier individuals to binge-watch more. The repercussions of these findings on U&G, PSI, and binge-watching literature will be discussed.
format Article
author Tengku Mohd Azzman, Tengku Siti Aisha
A. Manaf, Aini Maznina
Tak Jie, Chan
author_facet Tengku Mohd Azzman, Tengku Siti Aisha
A. Manaf, Aini Maznina
Tak Jie, Chan
author_sort Tengku Mohd Azzman, Tengku Siti Aisha
title The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic
title_short The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic
title_full The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic
title_fullStr The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic
title_full_unstemmed The mediating role of parasocial interaction in the relationship between loneliness and Netflix binge-watching tendencies: a case study of Malaysian university students during the COVID-19 Pandemic
title_sort mediating role of parasocial interaction in the relationship between loneliness and netflix binge-watching tendencies: a case study of malaysian university students during the covid-19 pandemic
publisher Universiti Kebangsaan Malaysia
publishDate 2023
url http://irep.iium.edu.my/109116/7/109116_The%20Mediating%20Role%20of%20Parasocial%20Interaction%20in%20the%20Relationship%20Between.pdf
http://irep.iium.edu.my/109116/13/109116_The%20Mediating%20Role%20of%20Parasocial%20Interaction%20in%20the%20Relationship%20Between_Scopus.pdf
http://irep.iium.edu.my/109116/
https://ejournal.ukm.my/mjc/article/view/68709
https://doi.org/10.17576/JKMJC-2023-3904-28
_version_ 1787131922256756736
score 13.211869

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