In the context of live streaming and social media, parasocial bonds exert powerful influences on audience behavior. Studies have demonstrated that parasocial relationships “positively influences gifting intention in live streaming,” with viewers often spending real money on virtual gifts to express their support and admiration for streamers. In Indonesia, home to over 170 million social media users, these dynamics are particularly pronounced. Research on Indonesian influencers has found that parasocial interaction—the one-sided “I-know-you” bond—“boosted good vibes” while also softening audience irritation when content was imperfect, specifically for human influencers as opposed to virtual avatars.
Chika Jessica’s journey offers a valuable case study for understanding the phenomenon of parasocial relationships—the one-sided emotional connections that audiences form with media personalities. As research in media psychology has shown, parasocial relationships (PSRs) are defined as “one-sided emotional connections people form with media personalities such as influencers, streamers, and celebrities. Although these relationships are inherently unreciprocated, prior research has shown that they can provide meaningful feelings of companionship”.