Examining Parasocial Interactions within BTS ARMY: A Netnographic Approach through NVivo and MAXQDA Software

Abstract

Parasocial interaction between fans and public figures has become a significant phenomenon in digital culture. This study focuses on the dynamics of parasocial interactions within the BTS ARMY community in virtual spaces. Using a netnography approach, qualitative data from social media were analyzed using NVivo and MAXQDA software. Thematic analysis reveals that parasocial interactions not only establish one-sided emotional connections but also enhance perceptions of intimacy, emotional bonds, and collective connectedness among fans. The findings indicate that social media plays a pivotal role in mediating these relationships, enabling fans to shape both individual and collective identities within online communities. This study contributes theoretically to the field of digital social interaction by highlighting the complexity of parasocial interactions and their implications for social dynamics in the digital media era.