Parasocial Interactions and Parasocial Relationships between Influencers and Followers in Social Media

As social media platforms increasingly integrate commercial features, enabling direct product promotions and sales, the role of influencers is also evolving. Influencers are shifting from being mere knowledge sharers to becoming active sellers, adapting their strategies to promote and sell products more effectively. This study examines the impact of Parasocial Interaction (PSI) and Parasocial Relationships (PSRs) on sales when influencers act as sellers. We analyze how influencers' one-sided content sharing (PSI) and reciprocal interactions (PSRs) affect their sales outcomes. The results indicate that PSI can lead to follower fatigue and negatively impact sales, whereas PSRs exhibit an inverted U-shaped effect on sales, suggesting that while reciprocal engagement can initially enhance sales, excessive interaction may reduce its effectiveness. These findings highlight the importance of balancing content delivery and interaction frequency to optimize sales performance, especially as influencers embrace their evolving roles in the commercial landscape of social media.