"Influencer Illness" – A theoretically grounded examination of a new type of dependency phenomenon in the digital age

With the increasing social relevance of social media, a new pattern in media usage behavior can be observed: Recipients are increasingly orienting themselves toward social media influencers, adopting their opinions, lifestyles, and behavior patterns – often without critical reflection. The theory of “influencer illness” developed in this article describes a phenomenon that goes beyond conventional media consumption. It is an addictive behavior that manifests itself in an excessive emotional and cognitive attachment to digital role models. The aim of this article is to define the term scientifically, provide a theoretical basis for it, and outline initial implications for a medical-psychological analysis.