The appeal of “real” in parasocial interaction: The effect of self-disclosure on message acceptance via perceived authenticity and liking

This research demonstrates how a media performer's self-disclosure in a parasocial interaction increases viewers' likelihood to agree with the performer's message. Two randomized experiments supported a serial multiple mediator model where a performer's self-disclosure positively affected viewers' message acceptance via increased perceptions of performer authenticity and feelings of interpersonal liking. In Study 1 ( n = 415), participants were randomly assigned to watch a short video where the performer, a male college student, either engaged in self-disclosure or did not while presenting a prosocial, mental health-related message. Throughout both versions of the video (self-disclosure, no-disclosure), the performer gazed and spoke directly into the camera and addressed the viewer's presence, thereby engaging in parasocial interaction. Study 2 ( n = 520) was a close conceptual replication of Study 1 and provided additional support for the serial multiple mediator model. • Experimentally examined persuasion in a parasocial interaction context. • Intimate self-disclosure increases perceived authenticity. • Perceived authenticity increases feelings of liking. • Liking increases message acceptance. • Perceived authenticity has a greater impact on message acceptance than liking.