What else is new about social media influencers? Uncovering their relation and content strategies, and the downsides of being famous

Prior research on social media influencers (SMIs) often examined questions such as their model of communication with followers, ethical concerns, motivations, and ways of gaining capital. How influencers curate intense and intimate relations and strategize their content creation, and how the influencer industry takes a toll on their physical and psychological wellbeing should be carefully addressed. To fill in this gap, we conducted in-depth interviews with 20 SMIs. The findings advance the literature on influencers and influencer advertising by explicating the ways through which influencers maintain intimate and engaged relations with followers, including