Abstract: This paper aims to explore and examine the influence of social media in fostering emotionally intense parasocial relationships between influencers, content creators and their followers. It also investigates the effect of public disputes between influencers, which is often referred to as ‘beef’, and how the effect it has on their audiences. Throughout the paper relevant and current cases are drawn upon that involve creators such as Bhad Bhadie, Alabama Barker, Anna Paul and Mikaela Testa to highlight the psychological and emotional consequences for viewers that engage with these conflicts. The analysis illustrates how social media environments and online communities encourage emotional interactions, shape how fans behave and contribute to the spread of misinformation and increase online toxicity.

Introduction: Social media has drastically changed the relationship between public figures and their audience. Unlike traditional celebrities, influencers often present themselves are relatable individuals. By inviting their followers into their personal life, it fosters a perceived intimacy. This phenomenon is why there is a rise in parasocial relationships defined as a one-sided emotional bon where followers feel connected to someone who is unaware on their existence.

Platforms like Tik Tok and Instagram have amplified this trend as they allow followers to feel as though they know influencer personally through curated glimpse into their daily life. While these connections can offer comfort they can also lead to over identification, emotional dependency and toxic fan behaviour. Especially when influencers engage in public disputes. This paper analyses the impacts of the conflicts of viewers using examples from recent high profile influencer drama.

While parasocial relationships can grow communities they also carry risks. Followers can become overly engaged in an influencer’s life and behaviour. When influencers engage in ‘beef’ or public disputes the emotional impact is not only felt by those involved but also by their audiences. This paper explores the rise of such scenarios and how they affect the viewers drawing on real life, recent examples.

Discussion:

The concept of parasocial relationships as gained new relevance in digital spaces. Social media intensifies these one-sided dynamics as they are constantly creating content that blurs the line between reality and performance. Marick and Boyd (2011) describe how influencers cultivate an image of authentic often times leading followers to interpret staged moments as genuine interactions.

Influencers use tools like Instagram stories, Tik Toks and YouTube videos to create narratives that appear spontaneous and transparent. However, these narratives often made to make viewers more engaged as they are ‘relatable’. The result of this is a paradox, the more authentic the influencers appear the more performative their content becomes. Audiences practically younger users may struggle to differentiate the difference between genuine content and curated content.

While so research highlights the emotional benefit of these connections (Bond, 2016) other studies point out the worse implications. Strong parasocial bonds can result in obsessive behaviour, harassment of others and increased susceptibility to manipulation. When influence4s become involved in public disagreements fans frequently adopt combative roles. This amplifies the negativity and misinformation online.

Case Study 1: Mikaela Testa and Anna Paul

Mikaela Testa and Anna Paul, two Australian influencers known for their content on Tik Tok and Only Fans and share both a professional and personal relationship. Mikaela dated Anna’s brother Atis for several years and their relationship was regularly featured online. Early this year Mikaela released videos alleging that Anna misrepresented her background and personal life to the public. Mikaela claimed that her carefully crafted online persona was inauthentic.

The video generated immediate attention gaining millions of views and dividing their audiences. Mikaela’s supporters praised her transparency while Anna’s followers accused Mikaela of betrayal. The situation ignited widespread discussion turning a private dispute into viral content. Fans engaged in emotionally charged commentary contributing to a hostile digital environment. Many users reported feeling distressed or manipulated by the drama.

This conflict is a prime example of how parasocial engagement fuels emotional responses. Fans felt betrayed and flooded the comment sections of Annas videos with accusations and personal testimonies from people who had met Anna in person. While some users supported Mikaela for speaking out others attacked her of clout chasing, a term used to describe how ither leach onto big creators to gain attention to themselves. This solidifies the reality of the psychological toll of such public conflicts.

Case Study 2: Bhad Bhadie and Alabama Barker

Another recent prominent example involves rapper Bhad Bhabie (Danielle Bregoli) and social media personality Alabama Barker, daughter of Travis Barker, their dispute initially triggered by personal relationships quickly escalated into public confrontation, Bhad Bhabie released a diss track titled “Ms Whitman” which has been interpreted as a direct attack on Alabama. The song has many lines that refer to Alabama’s privilege a growing online presence. Alabama responded with her own track, “Cry Bhabie”. This lead to a series of back and forth between the two that captivated their audiences.

The feud gained significant attention with fans creating reaction video, memes and commentary posts. Hashtags such as #BAMABETTER trended across platforms with users taking sides and amplifying hostility. The drama transcended the influencers themselves becoming a spectacle fuelled by fan participation. Harassment, doxxing and racially charged insults were reported illustrating how parasocial investment can lead to harmful online behaviour.

The cases studied demonstrate how social media promotes emotional engagement through curated content and public disputes. The design of these platforms rewards high engagement often incentivising influencers to share personal issues or stoke controversy.

Some implication for the followers that include and engage with this ‘beef’ included emotional fatigue, online hostility and identity confusion. Constant exposure to influencer drama can lead to stress and confusion. Fans often engage in aggressive behaviour on behalf of influences contributing to toxic digital environments. Some followers may over identify with influencers leading to them adopting their values and conflicts as their own. This cycle of performance and engagement creates a feedback loop where drama and personal disclosure are rewarded with attention while fans are left to navigate the emotional consequences.

While the negative effects of parasocial relationships are well known, some scholars argue that these connection between a fan and their chosen individual can have therapeutic functions. For example, research by Derrick et al. (2009) suggests that parasocial interactions can act as a way for individuals to cope with looniness or social anxiety. In this view, parasocial bonds may provide a safe space for emotional exploration.

Furthermore, some critics of the harm of these relationships argue that the audience are aware of the performative personality of these influencers. For this perspective fans are knowingly engaging with the content for entertainment and community building. These perspectives allow for a deeper interpretation of parasocial relationships. While they can foster toxic environments, they may also empower viewers by providing representation, social connection and platforms for creative expression. By recognising both sides as a viewer we can understand how to consume digital content in a healthier way.

There are some ways to minimise negative outcomes of influencers disputes and their effects on a viewer. Platforms like Tik Tok, Instagram and YouTube need to increase their policies and guidelines that discourage creators from profiting off of personal conflict and should intervene in cases of harassment. Influencers also need to be encouraged to adopt ethical standards that prioritise the wellbeing of their audience. Disclaimers should be used of sensitive content.

Conclusion:

Social media platforms have dramatically changed and altered the way fame is perceived and viewed.  It has transformed influencers into accessible, intimate figures in the lives of millions. Unlike traditional celebrities that keep a distinct boundary from their audiences’ influencers today regularly share personal stories, updates and behind the scenes content which cultivates an illusion of intimacy. This perceived closeness encourages the development of parasocial relationships, where fans experience strong emotional connections to influences who are not aware of their individual existence.

While such relationships may foster a sense of community and emotional stability for some viewers, they can also pave the way for unrealistic expectations and emotional manipulation. Public disputes between influencers such as those involving Mikaela Testa, Anna Paul, Bhad Bhabie and Alabama Barker serve as social media spectacles but also trigger intense emotional reactions among fans. Such scenarios highlight this often overlooked psychological consequences of parasocial engagement. This is particularly relevant when audiences are drawn into taking sides or defending digital idols.

As influencers monetize personal narratives more regularly fans are drawn deeper into emotionally charger environments that can distort their perception of reality and themselves. To navigate this evolving Lan space, digital citizens must be equipped with tools for critical thinking, emotional regulation and ethical participation. Ony then can we foster online communities tat are both engaged and responsible.

References

Alabama Barker. (2025, February 7). Alabama Barker – Cry Bhabie (Official Music Video) [Video]. YouTube. https://www.youtube.com/watch?v=y1M8Ea46MgU

Bhad Bhabie. (2025, February 25). Bhad Bhabie – Ms. Whitman (Official Music Video) [Video]. YouTube. https://www.youtube.com/watch?v=yo7_px4vXYQ

Bond, B. J. (2016). Following your “Friend”: Social media and the strength of adolescents’ Parasocial relationships with media personae. Cyberpsychology, Behavior, and Social Networking, 19(11), 656-660. https://doi.org/10.1089/cyber.2016.0355

Marwick, A., & Boyd, D. (2011). To see and be seen: Celebrity practice on Twitter. Convergence: The International Journal of Research into New Media Technologies, 17(2), 139-158. https://doi.org/10.1177/1354856510394539

Unsaid Podcast – with Mikaela Testa. (2025, March 22). My Experience With the Paul Family Episode 1 – Mikaela Testa [Video]. YouTube. https://www.youtube.com/watch?v=k9xUZXm-T54