Unraveling threats in parasocial relationships

A study on social media influencers

Datos Bibliográficos

ID12420754
AutoresSamira Farivar (0000-0002-0661-0569, Carleton University), Fang Wang (0000-0001-7353-9080, Wilfrid Laurier University), Ofir Turel (0000-0002-6374-6382, The University of Melbourne)
Año2024
Volumen36
Número1
Páginas208-232
Fecha de publicación2024-12-17
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaInternet Research (JOURNAL)
Identificadores de la revistaISSN: 1066-2243 • E-ISSN: 2054-5657
EditorialEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-01-2024-0075
OpenAlexW4405482938
IdiomaEN
Citas recibidas4
Referencias citadas94

Purpose With growing concerns about users’ well-being on social media, research stresses the importance of threat appraisals as a crucial first step in motivating self-protective actions. This study, in view of the prevalence of parasocial relationships between followers and social media influencers, aims to unravel the complex dynamics of followers’ threat perceptions within these relationships. Specifically, it examines how factors such as perceived self-efficacy to disengage and the positive affect of social media use influence threat appraisals. Design/methodology/approach A theoretical model is proposed based on appraisal theory to examine the impact of parasocial relationships on threat perception in engagement. It is empirically tested with data from 186 Instagram users. Findings The study reveals an overall positive relationship between parasocial relationships and perceived threat. This relationship is moderated by followers’ perception of self-efficacy to disengage – followers with a high sense of self-efficacy to disengage experience a decrease in threat perception as their parasocial relationships strengthen, whereas followers with a low sense of self-efficacy to disengage report an increase in threat perception with higher levels of parasocial relationships. This interplay is pronounced when followers experience average or below-average levels of positive affect on social media but diminishes when the positive affect is high. Originality/value This work contributes insights into social media influencers, threat appraisal dynamics and digital well-being research. Bridging a critical gap in existing knowledge, the study identifies the pivotal roles of followers’ self-efficacy to disengage and positive affect in shaping their threat appraisals toward parasocial relationships with social media influencers. This not only advances theoretical frameworks but also enhances our understanding of the nuanced dynamics of user reactions to parasocial engagements. Our findings offer practical insights for researchers, practitioners and platform developers aiming to cultivate healthy and responsible social media engagement in the digital era, ultimately contributing to individual well-being

Advertising · Business · Influencer marketing · Social media · World Wide Web · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Media Influence and Health · Psychology · Social Psychology · Marketing