Parasocial interactions and parasocial relationships on Instagram: An in-depth analysis of fashion and beauty influencers
Year: 2024
Type: article
Abstract: Influencer marketing on social media platforms has garnered considerable attention in recent years. This study focuses on beauty and fashion influencers on Instagram and examines how changes in the category of influencer posts, value of influencer posts, and levels of parasocial interaction (PSI) correlate with parasocial relationships (PSRs). A regression analysis of data from 215 influencers and 7285 posts in the Japanese market revealed that enhancing PSIs between influencers and followers is associated with stronger PSRs with followers. An increase in the value of an influencer's posts was also correlated with stronger PSRs. Furthermore, the interaction between an increase in the value of an influencer's posts and an increase in PSIs was significantly associated with stronger PSRs. Moreover, when PSIs intensify, an increase in posts that directly promote products, clothing coordination, and influencers' style introductions is positively and significantly correlated with the strength of PSRs between influencers and followers. Influencers can use these insights to develop strategies for effectively building stronger PSRs.
Source: Heliyon
Authors: Xiaoxiao Zhou, Yi Huang, Yuki Inoue
Institutions: Institute of Science Tokyo, Hiroshima University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,100
OpenAlex ID: W4403634440