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  • PURE Mardon et al When Parasocial Relationships Turn Sour - Social Media Influencers, Eroded and Exploitative Intimacies, and Anti-Fan Communities

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 17/01/2023, available online:  https://www.tandfonline.com/doi/full/10.1080/0267257X.2022.2149609

    Accepted author manuscript, 552 KB, PDF document

    Embargo ends: 17/07/24

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities. / Mardon, Rebecca; Cocker, Hayley; Daunt, Kate.
In: Journal of Marketing Management, Vol. 39, No. 11-12, 24.07.2023, p. 1132-1162.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Mardon, R, Cocker, H & Daunt, K 2023, 'When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities', Journal of Marketing Management, vol. 39, no. 11-12, pp. 1132-1162. https://doi.org/10.1080/0267257X.2022.2149609

APA

Mardon, R., Cocker, H., & Daunt, K. (2023). When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities. Journal of Marketing Management, 39(11-12), 1132-1162. https://doi.org/10.1080/0267257X.2022.2149609

Vancouver

Mardon R, Cocker H, Daunt K. When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities. Journal of Marketing Management. 2023 Jul 24;39(11-12):1132-1162. Epub 2023 Jan 17. doi: 10.1080/0267257X.2022.2149609

Author

Mardon, Rebecca ; Cocker, Hayley ; Daunt, Kate. / When parasocial relationships turn sour : social media influencers, eroded and exploitative intimacies, and anti-fan communities. In: Journal of Marketing Management. 2023 ; Vol. 39, No. 11-12. pp. 1132-1162.

Bibtex

@article{3cd1f60c1f4f45ac9653488c49466878,
title = "When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities",
abstract = "Whilst social media influencers (SMIs) excel at establishing positive parasocial relationships with their followers, they can also provoke intense negative responses, as evidenced by the prevalence of SMI-focused anti-fan communities. Prior research does not explain how consumers{\textquoteright} parasocial relationships with SMIs become negatively charged, nor does it explain why this shift may fuel anti-fan community participation. Drawing from a netnographic study of two SMI anti-fan communities, we reveal that eroded reciprocal and disclosive intimacies, as well as exploitative commercial intimacies, can lead consumers{\textquoteright} positive parasocial relationships with SMIs to become negatively charged. We demonstrate that anti-fan communities provide opportunities for consumers reluctant to sever ties with the SMI to sustain their negative parasocial relationship by rebuilding eroded intimacies whilst avoiding and/or retaliating against their exploitation.",
keywords = "Social media influencers, anti-fan communities, anti-fandom, influencer marketing, intimacy, parasocial relationships",
author = "Rebecca Mardon and Hayley Cocker and Kate Daunt",
note = "This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 17/01/2023, available online:  https://www.tandfonline.com/doi/full/10.1080/0267257X.2022.2149609",
year = "2023",
month = jul,
day = "24",
doi = "10.1080/0267257X.2022.2149609",
language = "English",
volume = "39",
pages = "1132--1162",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "11-12",

}

RIS

TY - JOUR

T1 - When parasocial relationships turn sour

T2 - social media influencers, eroded and exploitative intimacies, and anti-fan communities

AU - Mardon, Rebecca

AU - Cocker, Hayley

AU - Daunt, Kate

N1 - This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 17/01/2023, available online:  https://www.tandfonline.com/doi/full/10.1080/0267257X.2022.2149609

PY - 2023/7/24

Y1 - 2023/7/24

N2 - Whilst social media influencers (SMIs) excel at establishing positive parasocial relationships with their followers, they can also provoke intense negative responses, as evidenced by the prevalence of SMI-focused anti-fan communities. Prior research does not explain how consumers’ parasocial relationships with SMIs become negatively charged, nor does it explain why this shift may fuel anti-fan community participation. Drawing from a netnographic study of two SMI anti-fan communities, we reveal that eroded reciprocal and disclosive intimacies, as well as exploitative commercial intimacies, can lead consumers’ positive parasocial relationships with SMIs to become negatively charged. We demonstrate that anti-fan communities provide opportunities for consumers reluctant to sever ties with the SMI to sustain their negative parasocial relationship by rebuilding eroded intimacies whilst avoiding and/or retaliating against their exploitation.

AB - Whilst social media influencers (SMIs) excel at establishing positive parasocial relationships with their followers, they can also provoke intense negative responses, as evidenced by the prevalence of SMI-focused anti-fan communities. Prior research does not explain how consumers’ parasocial relationships with SMIs become negatively charged, nor does it explain why this shift may fuel anti-fan community participation. Drawing from a netnographic study of two SMI anti-fan communities, we reveal that eroded reciprocal and disclosive intimacies, as well as exploitative commercial intimacies, can lead consumers’ positive parasocial relationships with SMIs to become negatively charged. We demonstrate that anti-fan communities provide opportunities for consumers reluctant to sever ties with the SMI to sustain their negative parasocial relationship by rebuilding eroded intimacies whilst avoiding and/or retaliating against their exploitation.

KW - Social media influencers

KW - anti-fan communities

KW - anti-fandom

KW - influencer marketing

KW - intimacy

KW - parasocial relationships

U2 - 10.1080/0267257X.2022.2149609

DO - 10.1080/0267257X.2022.2149609

M3 - Journal article

VL - 39

SP - 1132

EP - 1162

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 11-12

ER -