The Performance of Authenticity and the Commodification of Parasocial Bonds: Twin Pillars of Influencer Culture on Social Media
Keywords:
influencer, celebrity culture, authenticity, parasocial relationship, commodification, social media, attention economyAbstract
The rise of social media influencers marks a major reconfiguration of celebrity culture shaped by distinct socio technical dynamics. This literature study analyzes two interconnected pillars: the performativity of authenticity and the commodification of parasocial relationships. Authenticity is conceptualized not as an inherent trait but as a strategic performance. Influencers curate aesthetics, narratives, and language to signal relatability and sincerity. This staged authenticity functions as cultural capital that can be converted into economic value within the platform driven attention economy. At the same time, platforms transform traditionally one sided parasocial bonds into an illusion of reciprocal intimacy through interactive features. Perceived closeness strengthens affective trust, which is then monetized through sponsorships and affiliate marketing. Influencer culture is thus defined by a dual process: the continuous production of the self as an authentic commodity and the systematic conversion of emotionally charged connections into revenue. These dynamics reflect platform logics in which identity performance and social relationships operate as primary productive assets.
References
Arifin, S., & Darmawan, D. 2021. Technology Access and Digital Skills: Bridging the Gaps in Education and Employment Opportunities in the Age of Technology 4.0. Journal of Social Science Studies, 1(1), 163-168.
Arnesson, J. 2022. Influencers as ideological intermediaries: promotional politics and authenticity labour in influencer collaborations. Media, Culture & Society, 45(3), 528–544. https://doi.org/10.1177/01634437221117505
Audrezet, A., G. De Kerviler., & J. G. Moulard. 2018. Authenticity Under Threat: When Social Media Influencers Need to go Beyond Self-Presentation. Journal of Business Research, 117, 557–569.
Baghel, D. 2024. Influencer authenticity as a catalyst for brand trust: analyzing its impact on consumer perception. ShodhKosh Journal of Visual and Performing Arts, 5(6). https://doi.org/10.29121/shodhkosh.v5.i6.2024.3329
Bourdieu, P. 1986. The Forms of Capital. In J. G. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education. Greenwood Press, New York.
Darmawan, D. & E. Grenier. 2021. Competitive Advantage and Service Marketing Mix, Journal of Social Science Studies, 1(2), 75-80.
Darmawan, D. & Fajar, A.S. M. 2024. The Role of Social Media in the Distribution and Dissemination of Education Publications in the Digital Age. Studi Ilmu Sosial Indonesia, 4(2), 41-58.
Darmawan, D. 2019. The Effect of Corporate Image on Brand Awareness and Brand Attitude, Jurnal Translitera, 8(1), 13-26.
Darmawan, D. 2021. Social Interaction in Digital Society: Changes in Online Communication Patterns and Dynamics of Virtual Communities, Studi Ilmu Sosial Indonesia, 1(1), 325-350.
Darmawan, D., & de Jesus Isaac, A. 2022. Self-identity formation and social perception of individuals through interaction on social media in a digital world. Journal of Social Science Studies, 2(2), 273-278.
Darmawan, D., R. Mardikaningsih, & M. Hariani. 2019. The Effect of Endorser Celebrity, Attitude Toward to Ads, and Brand Attitude on Purchase Intention, Relasi - Jurnal Ekonomi, 15(2), 263-276.
Davis, J. L. 2012. Accomplishing authenticity in a labor-exposing space. Computers in Human Behavior, 28(5), 1966–1973. https://doi.org/10.1016/J.CHB.2012.05.017
De Veirman, M., V. Cauberghe., & L. Hudders. 2017. Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36(5), 798–828.
Djafarova, E., & C. Rushworth. 2017. Exploring the Credibility of Online Celebrities' Instagram Profiles in Influencing the Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1–7.
Duffy, B. E., Pinch, A., Sannon, S., & Sawey, M. 2021. The Nested Precarities of Creative Labor on Social Media. Social Media and Society, 7(2), 205630512110213. https://doi.org/10.1177/20563051211021368
Ebben, M., & Bull, E. 2023. Constructing Authenticity: Social Media Influencers and the Shaping of Online Identity. https://doi.org/10.5772/intechopen.1002607
Ebben, M., & Bull, E. 2023. Constructing Authenticity: Social Media Influencers and the Shaping of Online Identity. https://doi.org/10.5772/intechopen.1002607
Essardi, N. I., R. Mardikaningsih, & D. Darmawan. 2022. Service Quality, Product Diversity, Store Atmosphere, and Price Perception: Determinants of Purchase Decisions for Consumers at Jumbo Supermarket, Journal of Marketing and Business Research, 2(2), 95-104.
Flick, U. 2014. An Introduction to Qualitative Research (5th ed.). SAGE Publications, Los Angeles.
Gardi, B. & D. Darmawan. 2022. Study of Shopping Lifestyle, Sales Promotion and Impulsive Buying Behavior, Journal of Marketing and Business Research, 2(2), 125-134.
Georgakopoulou, A. 2022. Co-opting Small Stories on Social Media: A Narrative Analysis of the Directive of Authenticity. Poetics Today, 43(2), 265–286. https://doi.org/10.1215/03335372-9642609
Gillespie, T. 2014. The Relevance of Algorithms. In T. Gillespie, P. J. Boczkowski, & K. A. Foot (Eds.), Media Technologies: Essays on Communication, Materiality, and Society. MIT Press, Cambrige.
Guest, G., K. M. MacQueen., & E. E. Namey. 2012. Applied Thematic Analysis. SAGE Publications, Thousand Oaks.
Hart, W., Richardson, K., Breeden, C. J., & Kinrade, C. 2020. To be or to appear to be: Evidence that authentic people seek to appear authentic rather than be authentic. Personality and Individual Differences, 166, 110165. https://doi.org/10.1016/J.PAID.2020.110165
Hoffner, C., & Bond, B. J. 2022. Parasocial relationships, social media, & well-being. Current Opinion in Psychology, 45, 101306–101306. https://doi.org/10.1016/j.copsyc.2022.101306
Infante, A. & R. Mardikaningsih. 2022. The Potential of social media as a Means of Online Business Promotion, Journal of Social Science Studies, 2(2), 45-49.
Kubler, K. 2023. Influencers and the attention economy: the meaning and management of attention on Instagram. Journal of Marketing Management, 1–17. https://doi.org/10.1080/0267257x.2022.2157864
Kurniawan, Y. & R. K. Khayru. 2021. Popular Culture and Youth: Value, Attitude, and Behavior Formation Through Music, Film, and Digital Content, Studi Ilmu Sosial Indonesia, 1(1), 303-324.
Kurniawan, Y. 2024. Social Media as a Dual Space: Preservation and Erosion of Regional Languages Among Younger Generations. Studi Ilmu Sosial Indonesia, 4(2), 357-384.
Kurniawan, Y., D. Darmawan, & R. K. Khayru. 2021. Social Media and Contemporary Youth Digital Literature, Studi Ilmu Sosial Indonesia, 1(2), 109-124.
Lotun, S., Lamarche, V. M., Matran-Fernandez, A., & Sandstrom, G. M. 2024. People perceive parasocial relationships to be effective at fulfilling emotional needs. Dental Science Reports, 14. https://doi.org/10.1038/s41598-024-58069-9
Lotun, S., Lamarche, V. M., Matran-Fernandez, A., & Sandstrom, G. M. 2024. People perceive parasocial relationships to be effective at fulfilling emotional needs. Dental Science Reports, 14. https://doi.org/10.1038/s41598-024-58069-9
Mardikaningsih, R., Darmawan, D., & Hariani, M. 2024. Inclusive Public Communication in the Digital Era: A Literature Study on Multicultural Approaches in Communication Policy. Studi Ilmu Sosial Indonesia, 4(2), 385-402.
Marwick, A. E. 2013. Status Update: Celebrity, Publicity, and Branding in the Social Media Age. Yale University Press, New Haven.
Nair, S. 2024. The Impact of Social Media Influencers on Consumer Behavior. https://doi.org/10.13140/rg.2.2.29609.20323
Nilsson, J., Murto, R., & Kjellberg, H. 2023. Influencer marketing and the ‘gifted’ product: framing practices and market shaping. Journal of Marketing Management. https://doi.org/10.1080/0267257x.2023.2253450
Roesch, J. 2024. The virtue of vulnerability. Journal of Hospital Medicine. https://doi.org/10.1002/jhm.13582
Rojak, J. A. 2023. The Role and Risk of Citizen Journalism in the Digital Democracy Era: A Literature Study on Participation and Disinformation. Studi Ilmu Sosial Indonesia, 3(2), 421-440.
Rosamond, E. 2023. YouTube personalities as infrastructure: assets, attention choreographies and cohortification processes. Distinktion: Scandinavian Journal of Social Theory, 1–29. https://doi.org/10.1080/1600910x.2023.2185873
Sadowski, S., Hoop, H. de, & Meijburg, L. 2024. You Can Help Us! The Impact of Formal and Informal Second-Person Pronouns on Monetary Donations. Languages, 9(6), 199–199. https://doi.org/10.3390/languages9060199
Saruga, C., & Duarte, A. (2024). The Intimacy Factor. Mediapolis, 18, 117–127. https://doi.org/10.14195/2183-6019_18_7
Schultz, T. 2023. Authentizität im Zeitalter ihrer medialen Inszenierbarkeit: Über die strategisch-expressive Kommunikation der Influencer. https://doi.org/10.3224/gwp.v72i4.10
Sinambela, E. A. 2022. The Digital Public Sphere Under Threat of Disinformation a Literature Study on Hoax Dissemination Dynamic and Vulnerability Factors, Studi Ilmu Sosial Indonesia, 2(2), 289-306.
Stever, G. S. 2024. Parasocial to Social as a Continuum. 17–31. https://doi.org/10.1093/oso/9780197647646.003.0003
Taylor, A. S. 2022. Authenticity as Performativity on Social Media. https://doi.org/10.1007/978-3-031-12148-7
Van Dijck, J., T. Poell., & M. De Waal. 2018. The Platform Society: Public Values in a Connective World. Oxford University Press, New York.
Wahyudi, W., R. N. K. Kabalmay, & M. W. Amri. 2021. Big Data and New Things in Social Life, Studi Ilmu Sosial Indonesia, 1(1), 1-12.
Wai, J. 2024. The quantification of everything. Science, 384, 167–167. https://doi.org/10.1126/science.adn4664
Zabukovec, B. B., & Faganel, A. 2024. The Issue of Scales for Measuring Parasocial Interaction and Parasocial Relationship between Followers and Influencers on Social Media. Sustainability. https://doi.org/10.3390/su16177782
Zailani, N. H., Mohamed, S., Salleh, M. A. M., & Abdullah, Z. 2023. Exploring the Contents of Macro-Influencers’ Instagram. 597–607. https://doi.org/10.1007/978-981-99-2337-3_51
