Parasoziale Bindung als Verkaufsinstrument für Selbstoptimierungspraktiken: Das Beispiel des Instagramkanals von Laura Malina Seiler

Sophia Carrara; Benedikt Matt

doi:10.14464/zsem.v45i3-4.870

Parasoziale Bindung als Verkaufsinstrument für Selbstoptimierungspraktiken

Das Beispiel des Instagramkanals von Laura Malina Seiler

Authors

Sophia Carrara University of Tübingen
Benedikt Matt University of Tübingen

DOI:

https://doi.org/10.14464/zsem.v45i3-4.870

Keywords:

Parasocial relationships, influencers, self-optimization practices, social media, content analysis, interaction analysis

Abstract

This article empirically examines the significance of parasocial phenomena in the marketing of self-optimization practices. Using the example of the influencer Laura Malina Seiler and her Instagram channel, a content analysis and an interaction analysis were conducted. These analyses showed that the reception behavior of her followers indicates strong parasocial relationships and that posts in which the influencer presents self-optimization practices are received with above-average intensity.

This is the cover of Zeitschrift für Semiotik 45, 3-4 from the year 2023. The titel of the issue is "Selbstoptimierung".

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Published

2025-09-05

Issue

Vol. 45 No. 3-4 (2023): Selbstoptimierung

Section

Articles

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright for articles published in this journal is retained by the authors. The content is published under a Creative Commons Licence Attribution 4.0 International (CC BY 4.0). This permits use, distribution, and reproduction in any medium, provided the original work is properly cited, and is otherwise in compliance with the licence.