Senior Capstone Research Paper

In my senior capstone research paper, "From Followers to Friends: Understanding the Role of Influencer Traits in Cultivating Parasocial Bonds and Consumer Trust," I explored how various content types and interaction strategies of female TikTok beauty influencers impact the strength of parasocial relationships with their audience. Analyzing engagement patterns and EPSI scores, this study delves into how personal stories, Day in My Life content, follower interaction, transparency about sponsorships, skills demonstration, and informational content contribute to building consumer trust. The research aimed to uncover key strategies that enhance perceived influencer-follower connections, offering insights into effective digital communication.