Unveiling the Impact of Social Media Influencers on Follower’s Attachment

Abstract

This study explores how social media influencers (SMIs), acting as digital entrepreneurs, shape followers’ parasocial relationships, flow, and attachment. It also examines how the perceived authenticity of SMIs moderates these effects. The research involved 749 participants from India who interacted with or followed SMIs on social media. Using AMOS 26 for data analysis, the findings reveal a strong positive link between source credibility and attachment, especially for non-authenticated SMIs. These influencers build trust and emotional connections through transparent collaborations. The study also highlights the role of parasocial relationships and homophily in driving attachment. As the digital landscape evolves, this research offers key insights into the dynamics of influencer-follower relationships, providing a foundation for future studies on digital entrepreneurship.