The role of social media engagement in shaping parasocial connections

Asymmetric interactions and relationships between celebrities (or influencers, more broadly) and followers, referred to as Parasocial Interactions (PSI) and Parasocial Relationships (PSR), respectively, have been extensively studied within the context of TV, radio and print media. However, within the Social Media (SM) ecosystem, where follower engagement and experience flow seamlessly across multiple SM platforms, the nature of PSI and PSR is changing and research within this context is still nascent. Using Motivational Theory and Identity Theory, a structural model is proposed and validated that examines the impact active/passive engagement and compulsive use can have in the formation of PSI and PSR. We uncover that active engagement in the SM ecosystem significantly impacts parasocial outcomes and that one’s compulsive use of these platforms attenuates the relationships between PSI and PSR. The findings connect two parallel theories and provide insights into understanding the changing nature of influencer-follower reciprocity with implications for influencer-brand relationships.