Parasocial relationship building with AI influencers on Instagram
Parasocial relationships (PSR) are the driving forces in social media marketing and are, amongst other factors, the reason for social media influencers’ great success. However, in the last few years, a new form of social media influencer emerged, namely the artificial intelligence (AI) influencer. As the name suggests, these influ- encers are driven by AI programs and are therefore not real humans