Understanding the Impact of Online Influencers
The Internet has provided a unique opportunity for online entertainment, and a more direct way to connect with online influencers. Parasocial relationships between online content creators and their viewers, however, may have a negative impact on the viewers’ finances, trust, and personal worldviews. Recent research trends will also be reviewed, e.g., findings that online Influencers maintain the successful promotion of products or potential scams, and online influencers maintain strong influence on children and adolescent viewers. Future directions will also be reviewed including the fact that psychology researchers have not adequately investigated the psychological impact of Influencers; current research is heavily focused on marketing benefits, while few studies have researched the often blind trust between viewers and influencers, the psychological impact and benefits of influencer marketing. Researchers must explore the far-reaching effects of social media influencers on developing children and youth.
PSY 499, Senior Capstone
Mary Ann Winter-Messiers
3:30 – 3:55 PM