How Social Media Transformed Financial Transaction into Emotional Connection

Social media transformed financial transactions into emotional connections. It feels like every time I open any social media—TikTok, Instagram, or even YouTube—ads are immediately shoved down my throat. Especially with TikTok integrating a shopping experience directly into the app, it creates a breeding ground for influencers to sell products. At first, it was easy to draw the line at which influencers wanted your money, and which wanted only your attention. However, with the internet’s growing role in day-to-day life, the lines have begun to blur. There has been a major decline in “Authenticity.” Influencers have attempted to gain the trust of people who stumble across their content, influencers need to present several qualities. First and foremost, is authenticity; by being relatable and honest with their audiences, influencers can foster the illusion of deep emotional connection to their followers. Although this typically includes introducing fewer brand deals to maintain this facade of authenticity, a study from last October determined that a balance can be created. If the content being produced still felt narrative and conversational, sponsorships were mostly overlooked by their viewers. Because influencers can maintain their curated online personas, it is nearly impossible to tell what parts are authentic or simply for their sponsorship. Whether or not the stories they tell in their “get ready with me” videos are true, the mascara they used is still getting screen time. Is your favorite influencer really going to their sister’s wedding, or was this an easy way to plug their dress sponsor? So… Why should we care? Traditional advertisements only rely on one thing—convincing you to buy the product. Contrarily, an influencer needs to utilize the trust they’ve gained and turn that into monetary gain. So instead of buying a new sunscreen feeling like a simple transaction, it instead morphs into reinforcing and essentially returning the trust the influencer worked to build. It becomes a different type of purchase because it holds a newfound emotional weight. Furthermore, when you're for-you page is flooded with the same product being shown, the sense of solidarity built with fellow followers of the same influencers is weaponized. It becomes a need to build community based off mutual purchases, as opposed to similar interests or lifestyles. While any influencer taking a sponsorship or brand deal isn’t inherently bad, how they manipulate their followers can form an environment of over-consumption and para-sociality. Although you shouldn’t avoid a product because an influencer recommends it, it is important to analyze if you are buying something because of the product or because of the influencer.

Alim, M. A., Thaichon, P., Quach, S., & Weaven, S. (2025). Influencer–Follower Interactions and Consumers’ Behavioral Responses: A Multi‐Method Approach and Future Research Agenda. Journal of Consumer Behaviour, 25(1), 3–40. https://doi.org/10.1002/cb.70056