Inside the power of online influence
The rapid evolution of social media has permanently altered how we relate to ourselves and others. It raises an important question: what are its long-term effects on our ability to connect, communicate, and make decisions? For Samira Farivar, the answer lies at the intersection of social media, community, and psychology.
With a background that bridges information systems and human behaviour, Samira explores both the opportunities and challenges of life online. Her research spans topics from digital influence and artificial intelligence to the responsible use of data and analytics. Through this work, she helps people understand how to live and work more thoughtfully as technology continues to shape everyday life.
Drawing on attachment theory and digital psychology, Samira investigates the close bonds that form between influencers and their followers. Her research shows that social media creates communities that feel deeply personal, even when the relationships are one-sided. These emotional connections, called parasocial relationships, can shape behaviour as powerfully as real friendships. Her work helps users, creators, and platforms recognize when engagement begins to cross into excessive or unhealthy patterns.
That dynamic intensifies through what Samira and her collaborators describe as the “power of persuasion.” When followers identify closely with an influencer, they tend to internalize that person’s messages. In a study published in Computers in Human Behaviour, Samira and her co-authors found that influencers can drive problematic engagement among followers, including patterns linked to anxiety, comparison, and a sense of loss of control. Because of this, trust online depends on authenticity, emotional connection, and shared identity. Building on this work, her more recent study in Internet Research examined how these parasocial relationships influence followers’ threat appraisals—their perceptions of when engagement with influencers becomes harmful to their well-being. The study shows that individuals with lower self-efficacy to disengage are particularly vulnerable to feeling anxious or trapped in these one-sided relationships, highlighting the delicate balance between connection and control on social media.
Beyond social media, Samira’s recent work extends these questions of influence to artificial intelligence and conversational agents. She studies how people form relationships with chatbots and AI systems that mimic human traits such as empathy and attentiveness. Her research examines when users perceive these systems as trustworthy companions versus manipulative technologies, exploring how design choices—like transparency and emotional tone—shape user trust and acceptance.
Samira’s research shows how the same tools that connect people can also create pressure and misunderstanding. For businesses, her findings highlight the importance of keeping human values at the centre of technological design. For everyday users, they offer guidance on engaging online in ways that protect mental health and foster connection.
As digital influence expands, Samira Farivar keeps the focus on people. Her research reveals how technology changes the way we connect, and how thoughtful design can help us protect what makes those connections human.