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

Abstract

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.