Perfect imperfection: Vulnerability in influencer communications on social media

In response to the increasing demand for authentic content on social media, influencers are shifting from merely presenting idealised lives and self-images to providing more realistic portrayals of themselves. This paper delves into vulnerability within influencer communications, defined as sharing of personal adversities, insecurities, and challenges by content creators with their online audiences. Specifically, it conceptualises vulnerability in influencer communications on social media, defining its three fundamental characteristics: authenticity, relatability, and responsiveness. Drawing on parasocial interaction theory and social cognitive theory, this paper further develops seven novel propositions linked to vulnerability content relevant to online audiences, influencers, and marketers. Finally, it outlines future research opportunities and offers practical implications for influencers and brands on leveraging vulnerability in influencer communications effectively and responsibly.