Nov 3, 2024
Definition and Characteristics
Social media influencers are individuals who have cultivated a substantial following on social media platforms. Their perceived authority, knowledge, or relationship with their followers enables them to influence their audience's opinions, behaviors, and purchasing decisions [1][2]. These influencers typically specialize in specific niches such as beauty, fashion, fitness, travel, etc., and are viewed as experts or trendsetters within those domains [1].
Growth and Importance
Research on social media influencer marketing has surged in recent years, with the industry growing into a multi-billion dollar market [1][2]. This growth aligns with the rise of visually-driven platforms like Instagram and TikTok [1].
Persuasive Attributes
Key attributes contributing to influencers' persuasiveness include perceived expertise, attractiveness, relatability, content quality, authenticity, and homophily (similarity to followers) [2][3]. Their effectiveness often stems from the parasocial relationships and perceived authenticity/credibility they establish with their audience [2][5].
Impact on Consumers
Influencers can positively influence consumers' attitudes toward brands, trust in brands, and brand awareness [2]. Many consumers, particularly younger demographics, perceive influencers as more relatable and trustworthy than traditional celebrities [1][5].
Psychological Effects
Following influencers can impact followers' psychological well-being, with studies revealing both positive and negative effects [5]. Concepts such as parasocial relationships, social comparison, and envy play a role in how influencers affect their audience psychologically [4].
Marketing Effectiveness
Influencer marketing has become a crucial channel for brands to connect with consumers, especially younger audiences [1][2]. Metrics like engagement rate, reach, and the ability to drive sales/conversions are used to assess influencer effectiveness [1].
Generational Differences
Generation Z (born 1997-2012) is particularly receptive to influencer marketing, demonstrating high usage of platforms like Instagram, YouTube, and TikTok [7]. They expect influencers to be interactive, communicative, enthusiastic, credible, and inspiring [7].
Emerging Research Areas
Recent studies are exploring topics such as the role of authenticity, sponsorship disclosure, influencer-follower relationships, and the impact of influencers on specific consumer behaviors and decision-making processes [1][2][5].
This research underscores the complex and evolving nature of social media influencer marketing, its growing significance in the digital landscape, and its substantial impact on consumer behavior and brand marketing strategies.
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References [1] Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research, 23(3), 1699-1735. https://doi.org/10.1007/s10660-023-09719-z
[2] Dhanesh, G. S., & Duthler, G. (2023). Unpacking the black box of influencer-follower relationships on social media: a qualitative study. Humanities and Social Sciences Communications, 10(1), 1-13. https://doi.org/10.1057/s41599-023-02512-1
[3] Lajnef, K. (2023). The effect of social media influencers' on teenagers Behavior: an empirical study using cognitive map technique. Current Psychology. https://doi.org/10.1007/s12144-023-04273-1
[4] Karamustafic, S., Stockmaster, T., Palladina, S., Harris, A., & Perloff, R. M. (2020). Social Media Influencers: Who They Are and How They Influence. Cleveland State University. https://engagedscholarship.csuohio.edu/cgi/viewcontent.cgi?article=1000&context=stu_pub
[5] Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375. https://doi.org/10.1080/02650487.2020.1836925
[6] Influencity. (n.d.). Social media influencers: Everything you need to know about them. https://influencity.com/blog/en/social-media-influencers-everything-you-need-know-about-them
[7] Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2023). Influencer-follower relationships in different social media environments. Frontiers in Communication, 8, Article 1217684. https://doi.org/10.3389/fcomm.2023.1217684 |
