Leader-follower parasocial interaction scale

ABSTRACT

In the ubiquitous mediated world in which we live, we daily encounter organizational leaders through mediated communication. New communication technology and the age of the COVID-19 pandemic have made these mediated encounters even more pronounced, leading to more opportunities for parasocial interaction with organizational leaders by various publics. This chapter provides a theoretical model and quantitative measurement for assessing parasocial interaction in the social scientific tradition of middle range analysis. The leader-follower parasocial interaction scale provided here is a useful tool for assessing the persuasive influence of leaders on those who follow them. © 2021, IGI Global. All rights reserved.