Followers' problematic engagement with influencers on social media: An attachment theory perspective

Following social media influencers is a common activity for social media users. As influencers endeavour to engage followers and increase their power of influence for commercial value, it can result in potential negative consequences to followers' wellbeing. This research explored how social media influencing may cause problematic engagement with influencers. To do so, we drew from attachment theory and used mixed methods, including a Delphi study and a survey with 500 Instagram users. Results suggested that influencer characteristics such as physical attractiveness, social attractiveness, and self-presence, as well as followers' participation comprehensiveness can foster followers' problematic engagement through the mediation of bond- and identity-based attachment (i.e., parasocial relationship and sense of belonging). Importantly, following more influencers weakened the effect of sense of belonging on problematic engagement, but not that of parasocial relationship. Overall, this study sheds light on negative aspects of social media influencing and provides useful insights to gauge social media influencers’ engagement tactics for a healthy follower behaviour and influencer outcomes.