Mary Garner Oden
Turning Followers into Fans: How Parasocial Interactions Drive Brand Loyalty and Authenticity
We’ve all heard it: post more on social media, grow your followers, boost engagement. But have you ever stopped to ask why customers choose to engage? This session draws on 2024 data from craft brewery audiences and peer-reviewed research to explore Parasocial Interaction — the one-sided relationships people form with brands (and the humans behind them) — and how they can be your secret ingredient for cultivating loyalty and authenticity. It’s about more than algorithms; it’s about the stories, personalities, and small moments that make followers feel like they know your brewery.
Mary Garner Oden, Marketing Director, Oden Brewing Company
Mary Garner Oden is the Marketing Director for Oden Brewing Company. She has been instrumental in opening two Oden Brewing Company locations and currently serves as the Taproom Manager for the new Wilmington location. Mary Garner recently earned her dual MBA from the University of North Carolina at Wilmington and the Universitat de València, where her thesis, "Leveraging Parasocial Interactions to Cultivate Brand Loyalty and Authenticity," was nominated for the Ana Aroca Outstanding Thesis award. Mary Garner is excited to share her insights and knowledge gained through industry, academic, and freelance experience in social media marketing, strategy, and design.
