> Influencer marketing is however inherently contextualized to the para social relationship between the viewer and the creator. The people that buy the product do so because "their" creator told them about it. ... It's aimed at people that want to get closer to the Creator. At least in their head.

Or they just have trouble differentiating between the trusted endorsement of a real social relationship and the paid endorsement of a para-social relationship, and that confusion affords the latter an exploitable amount of trust. In their head, they're already "close" to the influencer, not trying to get there, basically.

It probably works even better once you atomize individuals, and inhibit/discourage natural social relationships. Those social instincts needs somewhere to go, and it's best for all of society if that's into the advertiser's trap via an influencer.