Simple-
1. Great PR
2. Multiple cover pages every month
Other than that what you have to keep in mind is most of Sonam's fans are young girls who sort of look up to her as one of their own and also aspire to be like her for the clothes she wears. She still comes across as teenager, with her quotes and interviews. And there are a lot of young girls in BF, so they sort of relate to her.
I'm not sure how popular she is outside of IF though.
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