Can parasocial relationships make consumers blind?

Abstract: Abstract Purpose: This study explores how parasocial relationships between consumers and human brands can affect consumers’ responses toward human brand transgression. To answer the research question of parasocial relationships can make consumers blind. The study looks at human brands that have been involved in transgressions and focuses on exploring consumers’ responses to the transgression. Design/Methodology/Approach: This study conducted a netnographic approach by collecting empirical data from YouTube and Instagram from human brands’ content prior to the scandal, during the scandal and following the scandal yielding over 400 pages in results. The paper used a non-probability purposive sampling technique with criteria to find the relevant samples for the study. The sample size of the research resulted in four human brands. Findings: The general finding from the analysis showed that consumers' response toward a human brand transgression depends on the strength of the parasocial relationship. It was shown that trust played a significant role in whether consumers would forgive the human brand. Theoretical/Practical implications: From a theoretical perspective, the study proved that building trustworthiness and credibility played a significant role in nurturing parasocial relationships. Long-lasting PSR did not prove a secure relationship in the context of a transgression. From a practical perspective, the research provides clear insights into how the PSR makes consumers respond to the transgression of the human brand. Human brands need to develop a strong foundation in the relationship to generate positive responses following a transgression.