Influencers’ (Parasocial) Relationships with Their Followers: Lessons for Marketers and Influencers

Debbie Human- Van Eck (), Chris Pentz () and Tobias Beyers
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Debbie Human- Van Eck: Stellenbosch University
Chris Pentz: Stellenbosch University
Tobias Beyers: Stellenbosch University

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 282-288 from Springer

Abstract: Abstract As influencer marketing is growing, research related to the field is following suit. The relationship between influencers and their followers, most often referred to as parasocial relationships, has become of particular interest as it holds the ability to affect the influencer’s career, followers’ responses and the success of influencer-brand collaboration. Consequent to secondary research and an empirical study conducted in South Africa, this opinion paper concludes with five lessons for influencers and strategic marketers. The lessons emanate from the power of parasocial relationships and are viewed as fundamental principles to be considered prior to the tactical implementation of influencer-brand collaborations.

Keywords: Social media marketing; Instagram; Influencers; Parasocial relationships (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_30

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DOI: 10.1007/978-3-031-05728-1_30

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