It’s Nice To Have A Friend:
Human Brand Parasocial Relationship Building and Marketing Implications from the Taylor Swift Brand

As part of my academic scholarship in the Schreyer Honors College at Penn State, I wrote my thesis regarding how Taylor Swift uses parasocial relationship building as part of her marketing strategy. As part of the process, I collected over 10,000 comments, posts, and articles and content analyzed the sentiments to uncover insights regarding Swift's success in building and cultivating parasocial realtionships.