Abstract Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corporations and brands. Based on the literature of source credibility and communication justice, this study investigated the determinants of the parasocial relationship between social media influencers and their followers, as well as their effects on followers’ interests in the products advertised by influencers. The results of an online survey showed that followers’ perceived attractiveness of influencers, similarity to influencers, procedural fairness, and interpersonal fairness of their interactions with influencers are positively related to the strength of their parasocial relationship with influencers, which further mediates the effect of the aforementioned factors on followers’ interests in influencer-promoted products. The findings of this study explicate the mechanism through which influencers foster relationships with followers and also provide practitioners with insights on orchestrating strategic influencer campaigns.

中文翻译：

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社交媒体影响者如何促进与追随者的关系：来源可信度和公平在超社会关系和产品兴趣中的作用

摘要通过社交媒体前所未有的互动性，社交媒体角色可以与追随者建立牢固的关系。这种具有巨大营销潜力的关系吸引了公司和品牌。基于来源可信度和传播正义的文献，本研究调查了社交媒体网红与其追随者之间的超社会关系的决定因素，以及它们对网红所宣传产品中的追随者利益的影响。一项在线调查的结果表明，追随者对影响者的吸引力，与影响者的相似性，程序公平性以及与影响者互动的人际公正性与他们与影响者的超社会关系的强度呈正相关，进一步介导了上述因素对追随者对有影响力推广产品的兴趣的影响。这项研究的结果阐明了有影响力的人通过其与追随者建立关系的机制，并为从业人员提供了有关策划战略性有影响力的运动的见解。