THE CONVERSATION: The dark side of social media influencing

. Parasocial relationship is followers’ perception of their one-sided relationship with an influencer and sense of belonging refers to the feeling of being an integral member of the influencer’s community.

We found that influencers’ social attractiveness has a stronger effect than other factors in building followers’ attachments. Following more influencers could reduce the impact of attachment to the community when it comes to problematic engagement, but not the effect of attachment to the influencer .Our study warns of and explains problematic engagement to social media users.

For example, participation comprehensiveness — which refers to the reasons for following and extent of followers’ participation — can lead to attachment development. This, however, can be consciously managed by followers themselves. One way of doing this is by making use of the phone’s functions and tools like setting daily time limits on Instagram or turning off notifications for the app.

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