В настоящей статье проводится анализ феномена парасоциальных взаимоотношений в рамках современного инфлюенс-маркетинга, с акцентом на аспекты эмоциональной вовлеченности и формирования доверия со стороны целевой аудитории. Научная новизна исследования обусловлена проведением авторского эмпирического исследования (опроса) и идентификацией новых форм цифровой аффилиации, возникающих в процессе взаимодействия пользователей с лидерами мнений в формате коротких видеороликов (TikTok, VK Clips, Shorts). В рамках проведенного опроса были установлены основные детерминанты формирования доверия: частота коммуникации, визуальная аутентичность и эмоциональная экспрессивность блогера. Полученные результаты подтверждают гипотезу о том, что парасоциальные связи выступают в качестве ключевого механизма формирования доверия и лояльности к брендам среди представителей молодого поколения.

Ключевые слова: парасоциальные отношения, инфлюенс-маркетинг, доверие, короткие видео, TikTok, опрос, эмоциональная вовлечённость, бренды.

Introduction

Influencer marketing has revolutionized how brands connect with people, prioritizing emotional bonds over mere persuasion. Consumers are forming personal, affective connections with media personalities, a concept known as para-social relationships. Despite being one-way, these connections elicit authentic emotions and a feeling of familiarity. Platforms for short-form video, like TikTok, VK Clips, and YouTube Shorts, have empowered influencers to build trust and authenticity through visual storytelling and immediacy. This study examines the influence of these formats on para-social relationship development and the psychological underpinnings of influencer-follower trust.

Understanding para-social relationships

Horton and Wohl's 1956 concept of para-social interaction initially focused on the perceived relationships viewers developed with television personalities. Now, in the context of online platforms, this dynamic transforms into digital proximity. This feeling of closeness stems from frequent content updates, content that resonates with the audience, and casual communication styles. Consequently, many followers now view influencers as if they are friends. This blurs the distinction between genuine connection and the persuasive tactics used in advertising.

Methodology and observations

The study combines qualitative content observation and a small-scale online survey. At the first stage, 25 short-form videos by Russian micro-influencers were analyzed for emotional and narrative patterns. At the second stage, an anonymous online survey was conducted among 32 respondents aged 18–25 who regularly follow lifestyle, fashion, and creative content on TikTok and Vkontakte.

The purpose was to identify the psychological and communicative factors that generate audience trust and emotional attachment.

Results of the survey

The results of the survey confirmed the relevance of emotional and communicative dimensions in influencer–audience relationships:

– 87 % of respondents reported feeling “personal sympathy” toward their favorite influencer.

– 74 % stated that they “trust influencer recommendations as much as those from friends.”

– 68 % noted that frequent posting and direct interaction strengthen the sense of connection.

– 52 % admitted they understand the relationship is one-sided, but still feel emotional attachment.

– Only 16 % said they “completely trust” advertising collaborations; most assess the influencer’s sincerity before deciding.

These findings suggest that authenticity, emotional expression, and consistent engagement form the core of para-social trust. Even when users recognize the commercial intent, the emotional bond overrides skepticism, turning influencers into credible opinion leaders.

Fostering emotional ties with honest narratives.

The influencer-audience connection thrives on authenticity. Skilled influencers share relatable stories, showcasing vulnerability, flaws, and personal progress that mirror their followers' lives. Platforms like Vkontakte and Telegram support spontaneous, down-to-earth content that builds emotional bonds. Based on the author’s observation of Russian TikTok communities, any influencers focus on everyday content rather than luxury aesthetics, which helps them appear more approachable. Brands are prioritizing collaborations with influencers who exude sincerity and transparency, as audiences view sponsored content from «real» creators as more reliable and convincing.

Respondents noted that they are more likely to try products when the influencer shares a “real-life” story behind them — for instance, showing how the product fits into daily routines or personal experiences. Thus, para-social interaction serves as an emotional mediator between consumer identity and brand image.

Ethical and psychological considerations

The close emotional connection between influencers and followers presents ethical dilemmas. Followers, particularly younger users, risk developing unhealthy dependencies and unrealistic expectations. This is worsened when influencers share personal details, creating a false sense of friendship.

Brands should be wary of emotional manipulation, as it can lead to backlash and lost trust. Ethical influencer marketing demands transparent disclosure of sponsorships and avoidance of exploiting audience vulnerabilities [3].

Conclusion

Research, combining surveys and observation, reveals that para-social connections are now essential to how influencers market products. This shift changes standard advertising into a form of communication that relies on feelings. The key elements are perceived genuineness and consistent engagement, which build consumer trust.

The data shows that younger viewers develop these para-social bonds primarily through emotional connection, not logical arguments.

This work builds upon the original ideas of Horton and Wohl by adding the idea of «digital closeness» within the world of short videos.

Further investigation could examine how these emotional processes change across different online spaces and how they affect what people buy in the age of highly engaging media.

References:

1. Horton D., Wohl R. Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance // Psychiatry, 1956. Vol. 19, No. 3. p. 215–229.
2. Abidin C. Internet Celebrity: Understanding Fame Online // Emerald Publishing, London, 2021. 232 p.
3. Jin S. V., Ryu E. The Paradox of Influencer Authenticity: When Para-Social Relationships Boost Persuasion // Journal of Advertising Research, 2020. Vol. 60, No. 2. p. 123–139.
4. Kim Y., Song H. Building Emotional Engagement Through Social Media Influencers // Digital Marketing Journal, 2023. No. 8. p. 41–56.
5. Influencer Marketing Hub. 2024 Global Influencer Report: Audience Trust and Authenticity [Electronic resource]. — https://influencermarketinghub.com (date of application: 15.10.2025).