From integration to interference: adolescents’ perceived effects of parasocial interactions with influencers in Spain

Abstract

[EN]This study examines how adolescents perceive the influence of digital reference figures by comparing followers and non-followers on social networks. Grounded in social identity, self-categorization, and parasocial interaction theories, the analysis identifies four perceived effects of influence: decision (informative value and purchase intention), imitation (alignment with influencers’ thinking and lifestyles), interference (disruptions in offline activities), and integration (feelings of belonging within peer groups). A segmented sample of 2066 adolescents aged 12–18 in Spain was analyzed to explore inter-group differences (followers vs. non-followers) and intra-group variations (gender, age, and time spent online). The findings revealed that 87% of the adolescents follow influencers, with integration emerging as the most perceived effect, decision moderately, and imitation the least. Notably, non-followers perceive higher levels of interference and are more likely to attribute decisional influence to others. Overall, parasocial dynamics appear as a cultural mechanism that fosters social integration while increasing awareness of potential offline interference.