Parasocial relationships of Generation Z consumers with social media influencers

In a marketing environment where consumers trust each other far more than they trust companies’ marketing communications, social media influencers have become important mediators in consumer decision making, particularly for younger consumers. A social media influencer is an opinion leader or tastemaker in one or more areas of consumption, who has a considerable following in social media. Previous research has revealed that when consumers form a one-sided relationship that has an illusion of intimacy with the influencer – a parasocial relationship – they are more likely to be influenced by them in their purchasing decisions. The purpose of this chapter is to identify and analyze the nature and types of parasocial relationships formed between consumers and influencers on social media. This purpose is addressed through an interpretive, qualitative study (n = 29) of Generation Z consumers who can be considered as “social media natives.” The findings contribute to an in-depth understanding of how consumers form relationships with influencers and what these relationships mean to consumers in their daily lives.