The Relationship between Parasocial breakup and Investor Behaviours

Abstract

Parasocial breakup is concerning with the ending of psychological or emotional relationship between viewers and the TV persona/personae. The purpose of study is to investigate the effect of parasocial breakups on the investor behaviours in Turkish stock market. We use regression and transfer function analysis to examine the effect of mood on stock demands. Findings show that the negative mood increases the demand for stocks by domestic investors. The main contribution of paper is to capture the effect of parasocial breakup on stock demands outside the US by taking into consideration the types of the series and TV channels. As a result of the analysis, the effect on stock demands varies by the types of the TV series and the TV channels. The findings of this paper may have a practical implication for diligent investors in Turkey as an emerging market. Investors can use the TV series finales in order to predict the stock market performance in Turkey.