Little is known about the characteristics and dynamics within SMI–audience interactions and relationships from the side of SMI. Using interview data from 19 ( N = 19) SMI, this study aims (1) to increase the insights on the development (i.e. predictors and dimensions) and dynamics (i.e. outcomes and feedback loops) of SMI’s social capital and (2) use the social capital framework to develop a typology of different SMI–audience relationships. The resulting typology proposes four types of relationships. The first is the casual follower relationship, characterized by limited intimacy and low-effort contact. Second, the positive fan relationship involves typical fan behavior. These relationships are important for SMI because they offer psychological and commercial gains. Finally, the negative hater and the negative anti-fan relationship were distinguished. Whereas the first is a temporary superficial relationship, the latter has intimacy and reciprocity, which stimulates SMI’s investment. The theoretical and practical implications for SMI and marketing are discussed.

中文翻译：

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追随者、粉丝、朋友还是仇恨者？基于社会资本框架的社交媒体影响者与其受众之间的在线互动和关系的类型学


人们对 SMI 的特征和动态知之甚少——从 SMI 的角度来看，观众之间的互动和关系。本研究使用 19 个 (N = 19) 个 SMI 的访谈数据，目的是 (1) 增加对 SMI 社会资本的发展（即预测变量和维度）和动态（即结果和反馈循环）的见解，以及 (2) 使用社会资本框架来开发不同 SMI-观众关系的类型。由此产生的类型学提出了四种类型的关系。第一种是随意的追随者关系，其特点是亲密程度有限、接触不费力。其次，积极的粉丝关系涉及典型的粉丝行为。这些关系对于 SMI 很重要，因为它们可以带来心理和商业收益。最后，区分了消极仇恨和消极反粉丝关系。前者是暂时的表面关系，而后者则具有亲密性和互惠性，这刺激了SMI的投资。讨论了 SMI 和营销的理论和实践意义。