新数字技术带来的机遇让网络社交互动行为发生了新的变化。本文回顾了社交媒体影响者和追随者的关系，梳理了当前基于“新型关系”视角的社交媒体与品牌传播的“跨准社会关系”（trans-parasocial relationship）来理解新形式的社交互动和受众行为。通过对目前主流研究框架的整理，以期为数字时代的传播和广告理论提供新的研究基础和可供参考的知识体系。
The opportunities of the new digital technology have brought new changes to the social interaction behavior on the Internet. This research report reviews the relationship between social media influencers and followers，and combs the current “trans-parasocial relationship” between social media and brand communication from the perspective of “new relationship” to understand new forms of social interaction and audience behavior. By organizing the current mainstream research framework，we hope to provide a new research foundation and a reference knowledge system for communication and advertising theory in the digital age.
| Keywords： | Social Media InfluencersFollowersParasocial RelationshipPersuasion Knowledge ModelTrans-Parasocial Relationship |
