Utilizing mixed methods to assess parasocial interaction of an entertainment–education program audience

Academic Article


  • The purpose of this study was to develop a model to interpret the degree that parasocial interaction affects entertainment-education radio drama listeners’ levels of self-efficacy and practices pertaining to physical exercise. The study utilized a concurrent triangulation mixed methods design. The quantitative strand tested the hypothesized model via path analysis on survey data collected from 105 participants. The qualitative strand developed a grounded theory based on interviews of 18 individuals. The final composite model was developed utilizing triangulation and complementarity in the integration process. Empirical evidence and theoretical discussion supported the processes of integration. Limitations and implications are also addressed. © 2009 eContent Management Pty Ltd.
  • Digital Object Identifier (doi)

    Author List

  • Kawamura Y; Ivankova NV; Kohler CL; Perumean-Chaney S
  • Start Page

  • 88
  • End Page

  • 104
  • Volume

  • 3
  • Issue

  • 1