This chapter examines the emotional and psychological dimensions that digital transformation has introduced to marketing communication within the framework of parasocial interaction theory. As social media has evolved from a mere medium of information sharing into a participatory cultural space that enables meaning production, the relationship between individuals and businesses has undergone a profound transformation. At the center of this transformation stand influencer figures, who establish a bond based on trust, belonging, and identification through seemingly intimate yet fundamentally one-sided relationships with their followers. The study analyzes this form of relationship through the perspective proposed by Horton and Wohl, discussing the effects of influencer–follower interaction on consumer behavior, brand perception, and purchase intention within a coherent theoretical framework. With the impact of digitalization, the direction of communication has shifted from product-oriented information transmission to emotional engagement and symbolic meaning production, positioning social media at the core of brand identity construction and trust strategies. The chapter reveals that influencers are not merely promoters but act as emotional representatives of businesses, playing an active role in the production of social trust. Within this context, parasocial interaction is addressed as a paradigm that shapes marketing processes through the cognitive and emotional proximity individuals establish with media figures. In conclusion, the study reinterprets the concepts of trust, intimacy, and emotional belonging within the digital marketing ecosystem, demonstrating that parasocial relationships formed through social media constitute a new communication paradigm in the interaction between businesses and consumers.