RATIONALIZING FICTION CUES: PSYCHOLOGICAL EFFECTS OF DISCLOSING ADS AND THE INACCURACY OF THE HUMAN MIND WHEN BEING IN PARASOCIAL RELATIONSHIPS

Abstract

Aim/Purpose Parasocial relationships are today established on social media between influenc-ers and their followers. While marketing effects are well-researched, little is known about the meaning of such relationships and the psychological mecha-nisms behind them. This study, therefore, explores the questions: “How do fol-lowers on Instagram interpret explicit fiction cues from influencers?” and “What does this reveal about the meaning of parasocial attachment?” Background With a billion-dollar advertising industry and leading in influencing opinion, In-stagram is a significant societal and economic player. One factor for the effec-tive influence of consumers is the relationship between influencer and follower. Research shows that disclosing advertisements surprisingly does not harm credi-bility, and sometimes even leads to greater trustworthiness and, in turn, willing-ness to purchase. While such reverse dynamics are measurable, the mechanisms behind them remain largely unexplored. Methodology The study follows an explorative approach with in-depth interviews, which are analyzed with Mayring’s content analysis under a reconstructive paradigm. The findings are discussed through the lens of critical psychology. Contribution Firstly, this study contributes to the understanding of the communicative dy-namics of influencer-follower communication alongside the reality-fiction-gap model, and, secondly, it contributes empirical insights through the analysis of 22 explorative interviews. Findings The findings show (a) how followers rationalize fiction cues and justify compul-sive decision-making, (b) how followers are vulnerable to influences, and (c) how parasocial attachment formation overshadows rational logic and agency.Rationalizing Fiction Cues 86 The findings are discussed with regard to mechanisms, vulnerabilities, rationali-zations and cognitive bias, and the social self, as well as the ethics of influencer marketing and politics. Recommendations for Practitioners The paper has relevance for professionals working with children, the youth, and adults, in understanding their relationships and their meaning both on the indi-vidual and societal level. Such improve insights and adequate measures in peda-gogy, education, health, and therapy. Furthermore, critical perspectives on par-asociallity and its mechanisms can contribute to ethical policymaking. Recommendations for Researchers The contribution is relevant to relationship research, group dynamics and socie-tal organizing, well-being, identity, and health perspectives, within psychology, sociology, media studies, and pedagogy to management. Impact on Society This paper contributes to comprehending nowadays relationships and processes of identification through a systemic lens and develops a critical reflection on current conditions in life. Future Research Future research might seek to understand more about (a) quantifiable vulnera-bilities, such as attachment styles, dispositions, and demographics, (b) usage pat-terns and possible factors of prevention, (c) cognitive and emotional mecha-nisms involved with larger samples, (d) the impact on relationships and well-be-ing, and (e) possible conditions for the potential of parasocial attachment.