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EMMA CHAMBERLAIN
Emma’s social media content arguably plays a big role in the strong parasocial relationships she has with her fans. According to Hwanga and Zhangb (2018), parasocial relationships refer to the psychological associations social media users create and establish with social media influencers/celebrities. Through these relationships, users create a feeling of comfort and intimacy with these influencers/celebrities, feelings that are similar to those of a real social relationship (Hwanga & Zhangb, 2018).
As an individual that consistently watches Emma’s videos and follows her on her Instagram, I find that she is very transparent in her videos, posts, and podcasts; she talks very casually about topics that most may consider to be ‘too-much-information’. In addition, her tone of voice and the way she discusses these topics, in my opinion, mirror how one would talk to
a close friend. This level of authenticity and transparency arguably compels her fans to form these parasocial relationships with her. Even I find a sense of comfort listening and watching her videos/podcasts due to her relaxed and laid-back manner/language.
As a global social media sensation, Emma Chamberlain collaborates with many brands, some including Levis Jeans, CerVe, Cava, Louis Vuitton, Calvin Klein, and several more. Evidently, just from the few listed, a lot of the brands Emma is sponsored by and/or collaborates with vary in product/purpose.
However, all the brands she is partnered with are for items that she has always been using or is known to use. For example, Emma is known to have an addiction to hummus, which makes her partnership with Cava, a hummus brand she always eats in her videos, appropriate. As a fashion icon who is able to switch her style from casual to elegant in the blink of an eye, her Louis Vuitton and Levis sponsorship is very consistent with her public image/identity.
When she is not in comfy sweatpants and hoodies, she is wearing prominent brands like Louis Vuitton
Emma’s podcast, Anything Goes, where anything indeed goes
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