Beyond ‘ I fancy you ’: measuring trans-parasocial relationships in influencer advertising

Recent research on influencer advertising suggests that the traditional parasocial relationship (PSR) framework cannot fully capture the complex and intertwined relationships between influencers and highly engaged followers. To address this limitation, the concept of trans-parasocial relationship (trans-PSR) was introduced to describe an evolving relationship characterized by reciprocity, (a)synchronous interaction, and co-creation between influencers and followers, as well as other (non)human entities. Despite its theoretical relevance, no validated measurement exists to operationalize trans-PSR, limiting its theoretical and empirical application. This research develops and validates a three-factor, second-order trans-PSR scale across four studies. Theoretically, operationalizing trans-PSR advances understanding of mediated relationships that extend beyond traditional PSR and enables systematic theory testing in advertising and communication research. The scale also offers practical value for influencers and advertisers by assessing relationship strength with followers and informing the design of more effective influencer marketing strategies across diverse communicative contexts.