BEHIND-THE-SCREEN BONDS: THE MEDIATING ROLE OF PARASOCIAL RELATIONSHIPS IN PREDICTING LIVE SESSION PARTICIPATION AND EWOM IN OPEN AND DISTANCE LEARNING

This study, conducted within Anadolu University’s Open Education System, examines the effects of learners’ attitudes, subjective norms, and perceived behavioral control, as conceptualized in the Theory of Planned Behavior (TPB), on their intention to participate in live sessions and their intention to engage in electronic word-of-mouth (eWOM). It also tests the direct effect of parasocial relationships with instructors on these intentions, as well as their mediating role between TPB variables and behavioral intentions. Using the quantitative research method with a correlational research design, data were collected via an online survey from 475 open and distance learners who had attended at least one live session during the 2023–2024 fall semester. Data were analyzed using SPSS 25 and SmartPLS 4.0. Findings show that positive attitudes toward live sessions, high perceived behavioral control, and strong parasocial relationships significantly and positively influence both participation and eWOM intentions. Subjective norms had no direct significant effect but showed a significant indirect effect through parasocial relationships. The model demonstrates that parasocial relationships strongly predict behavioral intentions and serve as a key mediating variable, enhancing the effects of TPB variables. In conclusion, emotional bonds with instructors and screen-based social interactions strengthen participation and eWOM intentions. Interactive, learner-centered, and socially engaging strategies are recommended to enhance the effectiveness of live sessions in open and distance learning, capitalizing on digital communication opportunities.