Construct validation and measurement invariance of the Parasocial Relationships in Social Media survey.

Abstract

This paper examines the construct validity and measurement invariance of the Parasocial Relationships in Social Media (PRISM) survey which was designed to provide researchers with a valid and reliable tool for measuring parasocial relationships developed in a social media context. A confirmatory factor analysis indicated the survey provides an adequate measure of parasocial relationships with online, social media celebrities, replicating the factor structure found by Boyd and colleagues when they developed PRISM and providing evidence of the construct validity of the survey. Additionally, scalar measurement invariance was achieved which supports the survey's ability to compare parasocial relationships across different social media platforms.