Influencer marketing and parasocial relationships: understanding the power of one-sided connections in digital branding

Influencer marketing has emerged as a powerhouse in the online world wherein brands partner with social media influencers to endorse products and services. Such influencers tend to develop devoted fan bases through consistent, relatable, and emotionally connected content. At the core of this phenomenon is the idea of parasocial relationships (PSRs), one-sided emotional connections developed by audiences for media personalities who are unaware of them personally. Relative to traditional celebrity endorsements, influencers are found to offer authenticity and accessibility that enhances PSRs (Sokolova & Perez, 2021). Horton and Wohl (1956) have used the term parasocial interaction to describe the impression of a face-to-face relationship developed by audiences with media figures. With social media, this has shifted. Influencers are constantly posting stories, responding to comments, and creating interactive content that adds to the felt proximity between them and their audience (Labrecque, 2014). However, these PSRs are akin to real friendships, and as result, leading consumers to trust influencers in the same way they would trust their friends. Source credibility theory accounts for this process, outlining how trust and expertise increase persuasiveness (Ohanian, 1990).