Digital hostility has become an issue on social media, while discussing mentalhealth has become more recognized. Previous research has shown that influencersmost likely are not viewed as the ideal victim, thus leading to harassment becominga normalized and accepted behavior directed at them. The aim of this study is,therefore, to find out how the media audiences interact with influencers who openlyhave addressed their mental health issues online. In order to study the interaction, amixed method content analysis has been made on the comment sections of theinfluencers Gabbie Hannas and FouseyTubes TikTok accounts, as well as on thevideo responses made by the audiences. Parasocial interactions- as well as uses andgratifications-theory, were applied to this study due to their relevance to the subjectof interactions between the active audience and media content, or in this case, socialmedia influencers. Study 1, the quantitative content analysis, concluded that amajority of the comments were positive and supportive of Gabbie Hanna, while thecomment section under FouseyTubes videos often consisted of negative comments.The result for this part of the study aligned partly with previous research, whichstated that influencers often are victims of harassment and stalking-like behaviorsfrom the audience. Moreover it concluded that previous research regardinganonymous accounts being more likely to be hostile towards influencers, werecorrect. Study 2, the qualitative content analysis, concluded that a majority ofTikTok users use a negative tonality when making video-responses towards GabbieHanna and FouseyTube. Furthermore, the results aligned with previous researchwhich claimed society justifies digital hostility towards influencers. The observationshowed how the audience, generally, paid low- or no- regard towards the subject oftheir mental health. In conclusion, this study presents how the interaction betweentwo influencers, who have encountered a public scandal in regards to their mentalhealth, and TikTok users can look like. While the study may not be applicable toevery influencer, understanding of how the interaction can, and has, manifested isshown. In addition the study provides more context to how the culture online looksin regards to Gabbie Hanna and FouseyTube.

Asymmetric interactions and relationships between celebrities and followers, referred to as Parasocial Interactions (PSI) and Parasocial Relationships (PSR), respectively, have been extensively studied within the context of TV, radio and print media. However, within the Social Media (SM) ecosystem - where follower engagement and experience flow seamlessly across multiple SM tools/platforms - the nature of PSI and PSR is changing and research within this context is still nascent. Using Identity Theory and Motivational Theory, this dissertation analyses the impact active/passive engagement and compulsive use of the SM ecosystem can have in the formation of PSI and PSR. Specifically, the goal of this research is to understand how different types of engagement (passive and active) can influence parasocial relationships (friendship and love) through the mediation of cognitive and behavioural parasocial interactions. A model is proposed and validated with 294 respondents. The findings show that passive engagement in the SM ecosystem does not impact PSI/PSR while active engagement significantly impacts PSI and the consequent PSR formation. Compulsive use of the SM ecosystem strongly attenuates the relationships between PSI and PSR. Contributions and implications for both theory and practice are discussed. / Thesis / Doctor of Business Administration (DBA)

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