Research in Parasocial Relationships (PSR) have studied the behaviour of followers following celebrities in unidirectional-traditional media. With the increased use and ease of connectivity on social media, the traditional PSR model needs further investigation. Moreover, social media research in business management tends to inflate a concept of positivity in the use of such platforms. However, newer research in Information Systems and Psychology informs us that excessive reliance on social media has its darker side. The purpose of this research is to address this gap by investigating how social media platforms can influence parasocial interactions and relationships in the macro context of social media.