The Impact of Parasocial Relationships on Organizations’ Charitable Goals

The purpose of this study was to examine if the media effect of parasocial relationships can impact an organization from achieving their charitable goals. In this qualitative study, relationship management theory provided the framework to explore parasocial relationships and to understand if these relationships could affect an organization from accomplishing their goals. To explore the presence of this phenomenon, donors of Justin James (J.J.) Watt’s Hurricane Harvey Relief fund were interviewed to see if not only had parasocial relationships between them and the J.J. Watt foundation transpired, but if these relationships also prompted them to donate. Practical implications include an opportunity where organizations can leverage their social media presence to engage with potential donors through the use of inclusive language and showing their presence in their communities through their philanthropic efforts.