Influencer Effect: A Systematic Review of Parasocial Relationships with Social Media Influencers

Kaukab Abid Azhar; Che Aniza Che Wel; Siti Ngayesah Ab Hamid

doi:10.32890/ijms2026.33.1.6

Authors

Kaukab Abid Azhar Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia
Che Aniza Che Wel Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia
Siti Ngayesah Ab Hamid Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia

DOI:

https://doi.org/10.32890/ijms2026.33.1.6

Keywords:

Influencer marketing, social media influencers, PRISMA, parasocial relationships, digital marketing, digital influencers

Abstract

Influencer marketing has been expanding at a great pace. This development has prompted increasing academic interest, as many research scholars are now drawn to the study of the formation and impact of parasocial relationships (PSRs) with social media influencers (SMIs). There has been a surge of studies in this area in recent years, giving rise to the need for a systematic review that can consolidate current knowledge and direct future research. The aim of this study is to review and synthesize the theories and dimensions that have been most frequently applied in PSR–SMI research. By applying the PRISMA framework, the study was able to identify 37 documents indexed in Scopus and these research articles were then analyzed on various dimensions. The findings showed that there has been a steady increase in publications on PSRs with SMIs since 2018, with the United States producing the largest share, and more recent contributions have also been emerging from Asia and Europe. Furthermore, 15 theories and 35 variables were identified, based on which a conceptual model has been proposed. This study contributes to the growing literature on influencer marketing by providing a structured reference for future researchers to test PSR-related variables. Moreover, marketing professionals can use the identified variables to refine their process of influencer selection, and prioritize attributes that strengthen PSRs.

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