Parasocial Attachment to Celebrities as a Predictor of Normalisation and Intentions towards Risky behavior among Young Adults

Abstract

Celebrities and social media influencers play a powerful role in shaping how young adults think and behave. Parasocial relationships being the main cause of it leaving an impact on their attitudes and behaviors.This study explored whether the emotional attachment young people form with celebrities known as parasocial attachment can predict how much they view risky behaviors as “normal” and whether they intend to engage in them. A survey was carried out with 50 young adults between the ages of 18 and 25. Participants answered a structured questionnaire measuring their level of attachment to celebrities, their views on risky behaviors such as drinking, smoking, or aggression, and their intentions to engage in such behaviors. The results showed that stronger parasocial attachment was linked with greater acceptance of risky behaviors and a higher likelihood of intending to try them. Further analysis suggested that this effect partly worked through perceived norms: the more participants felt celebrities and peers accepted these behaviors , the more normal and acceptable they seemed.These findings suggest that celebrities have a subtle but significant influence on health-related choices among youth. Strengthening media literacy and critical thinking skills may help young people resist unhealthy forms of conformity and make safer decisions.