The Insta Relationship: An Exploratory Integrative Framework of Influencer–Follower Relationships on Instagram

Influencer–follower relationships combine felt closeness with uneven opportunities for reciprocal communication. This study explores how influencers and followers interpret these relationships on Instagram and the practices and conditions they associate with their continuity. Drawing on constructivist grounded theory, we analyzed in-depth interviews with 14 Slovenian influencers and two focus groups involving 14 followers. Five interrelated dimensions were developed: authenticity, benefits, follower experiences, interaction, and platform. Silent followers could experience closeness and a sense of friendship without reciprocal communication. The Insta relationship is proposed as an exploratory integrative framework. Its contribution lies in relating subjective closeness to exchange evaluations, communication practices, and platform-mediated exposure while distinguishing audience-level responsiveness from repeated individualized contact. The framework is context-specific, and the unpaired, cross-sectional design limits conclusions about dyadic relationships and change over time.