“Is delulu the solulu?”: Understanding parasocial relationships and fan participatory behaviour in K-pop

Abstract

K-pop has grown exponentially and has become a staple in modern pop culture. The unique structures in place within K-pop fan practices, both implemented by the industry and created by fans have resulted in various fan activities that span both the gaining of practical skills and to satisfy gratifications. The current study employed a cross-sectional online quantitative study to explore the behaviours of Korean Pop (K-pop) fan practices in 2 main parts – exploring the relationship between parasocial relationships and looking at early understandings of parasocial relationships and motivation from the perspective of the self-determination theory framework, specifically, the relationships motivation theory. Results of the study found predictive relationships between parasocial relationships and motivation to leaning Korean, brand credibility and purchase intentions. The need to belong was also found to be a mediator of the relationship between parasocial relationship and the motivation to learn. The findings of this study broadened the scope of studies surrounding parasocial relationships as it explores the motivation to acquire skills, extending it beyond understanding consumer behaviour and well-being. Results also offer potential future directions in understanding motivations formed through relationships, offering a perspective of non-mutuality through parasocial relationships.