Several elements contribute to an Influencer’s ability to persuade and engage. We’ve always had celebrity endorsers and fans who love them, but it was much more mediated. With influencers, the connection is more personal because on social media, the Influencer can look right into the camera and make virtual eye contact. Our brains instinctively respond to these physical signals of social connection. Influencers are not playing a role, they are using their personality to connect with their audience. They react to their viewers’ Likes and Comments. For fans, the Influencers can feel like real friends. Frequency and interactivity reinforce that parasocial—or one-sided—relationship that enhances emotional connection. These relationships can change how we view the world and take on meaningful roles in people’s lives, especially during the pandemic or other forms of social isolation. The Influencer or media character and the entire fan community become social proxies that enable a sense of connectivity than can help mitigate loneliness, even when you’re isolated.
See the full interview on Newsy:
Dr. Pamela Rutledge is available to reporters for comments on the psychological and social impact of media and technology on individuals, society, organizations and brands.