Profiles of audience viewers in terms of parasocial interaction, involvement, product placement and consumption trends

The aim of this research is to determine the profiles of the audience over the age of 18 in terms of their parasocial interaction levels with the characters in television serials, and to determine whether the involvement levels, product placement and consumption tendencies of the audience with different profiles differ. In order to achieve this aim, exploratory research model was utilized. Because of time and cost constraints, convenience sampling was used for determining the sample frame. The participants were reached by online survey method. Following the data collecting process conducted in February and March 2019, a total of 434 participants were reached, and as a result of incomplete and incorrectly filled questionnaires, analyzes were conducted on 401 participants. In the analysis of the data, explanatory factor analysis, clustering analysis, one-way-ANOVA analysis and descriptive analysis were performed.