Followers,fans,friends,or haters? A typology of the online interactions and relationships between social media influencers and their audiences based on a social capital framework

Abstract

Little is known about the characteristics and dynamics within SMI–audience interactions and relationships from the side of SMI. Using interview data from 19 (N = 19) SMI, this study aims (1) to increase the insights on the development (i.e. predictors and dimensions) and dynamics (i.e. outcomes and feedback loops) of SMI’s social capital and (2) use the social capital framework to develop a typology of different SMI–audience relationships. The resulting typology proposes four types of relationships. The first is the casual follower relationship, characterized by limited intimacy and low-effort contact. Second, the positive fan relationship involves typical fan behavior. These relationships are important for SMI because they offer psychological and commercial gains. Finally, the negative hater and the negative anti-fan relationship were distinguished. Whereas the first is a temporary superficial relationship, the latter has intimacy and reciprocity, which stimulates SMI’s investment. The theoretical and practical implications for SMI and marketing are discussed.