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Parasocial relations can enhance social media influencers' persuasive power, study suggests
A parasocial relationship refers to a one-sided relationship in which one person develops an emotional connection with another person (typically a celebrity, an influencer, or a popular fictional character). According to new research, these relationships can heighten the persuasive power of social media influencers by increasing their credibility. The study also indicates that interest in the social media influencers’ field enhances parasocial relations. The findings have been published in Acta Psychologica.