Parasocial relationships (PSRs)—one-sided yet emotionally important connections between viewers and media personalities—have become strong drivers of consumer brand attachment in the social media age. Based on attachment theory, social identification theory, and self-congruity theory, PSRs go above passive admiration to encourage intimacy, believed reciprocity, and trust. Modern "human brands," social media influencers (SMIs), shape consumer identity and enable emotional and cognitive brand relationships via authenticity, relatability, and credibility. Review of PSRs from conventional media to interactive digital platforms using present literature emphasizes the growing significance of micro- and nano-influencers in developing closer consumer relationships through niche community participation. It investigates the psychological mechanisms underlying internalization, self-brand relationship, and aspirational identification to demonstrate how influencers insert brands into consumers' self-concept and everyday life. Platform dynamics—ranging from YouTube's narrative depth to TikTok's algorithmic virality—are found to be structural factors influencing PSR formation, engagement quality, and brand equity. Particularly among vulnerable groups, the study also looks at ethical issues including manipulation via clandestine marketing, parasocial dependency, and hazy commercial intent. Challenges of inadequate disclosure, psychological health impacts, and influencer liability point up the need of more severe regulatory frameworks, media literacy initiatives, and truthful sponsorships. Opportunities and problems for next influencer marketing are presented by emerging trends like virtual influencers (VIs) and immersive technologies including augmented and virtual reality. Though VIs offer scalability and consistency, their veracity is in doubt; hence strict ethical examinations are required to maintain trust. Implications for marketers include putting long-term influencer partnerships suited with brand values first priority, achieving reach with authenticity using smaller-scale influencers, and strategically managing reputational risks. For consumers, developing a critical awareness of persuasive techniques and requesting precise product information fosters independence in decision-making. Influencers need constant audience engagement, avoidance of inappropriate brand partnerships, and balancing of commercial goals with personal integrity to establish enduring credibility. PSRs have evolved into dynamic relational networks including brand loyalty, identity development, and emotional connection all things considered. In a digital world where influence, identity, and consumption are increasingly linked, brands can use PSRs strategically to create over time trust-based relationships. Success, nevertheless, relies on striking a balance between ethical responsibility and technological innovation to ensure that the interactions between influencers, businesses, and audiences remain both important and mutually beneficial