The Impact of Parasocial Relationships on Organizations’ Charitable Goals

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dc.contributor.advisorNorthup, Temple
dc.contributor.committeeMemberVardeman-Winter, Jennifer
dc.contributor.committeeMemberCottingham, Michael
dc.creatorBalaban, Robyn Anne
dc.date.accessioned2019-09-14T23:05:22Z
dc.date.available2019-09-14T23:05:22Z
dc.date.createdMay 2019
dc.date.issued2019-05
dc.date.submittedMay 2019
dc.date.updated2019-09-14T23:05:23Z
dc.description.abstractThe 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.
dc.description.departmentCommunication, Jack J. Valenti School of
dc.format.digitalOriginborn digital
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/10657/4640
dc.language.isoeng
dc.rightsThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).
dc.subjectParasocial relationships
dc.subjectPublic relations
dc.subjectRelationship management
dc.subjectWatt, J.J.
dc.subjectHurricane Harvey
dc.subjectHurricanes
dc.subjectCrowdfunding
dc.titleThe Impact of Parasocial Relationships on Organizations’ Charitable Goals
dc.type.dcmiText
dc.type.genreThesis
thesis.degree.collegeCollege of Liberal Arts and Social Sciences
thesis.degree.departmentCommunication, Jack J. Valenti School of
thesis.degree.disciplineCommunication
thesis.degree.grantorUniversity of Houston
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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