What’s the Follower-Influencer Connection on Social Media? Segmenting Social Media Followers for Strategic Communication

ABSTRACT

This interdisciplinary study explored social media user motivations to follow influencers with a special focus on the parasocial relationship between follower and influencer. A Q-sort revealed that relationships may not be a motivating factor to follow influencers. Followers were segmented into four groups, and the implications are presented for influencer relations and corporate social advocacy.

Disclosure statement

No potential conflict of interest was reported by the author(s).