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What is Influencers

Chapter 11
Global Perspectives on Social Media Influencers and Strategic Business Communication
A person who is able to influence an audience via social media.
Published in Chapter:
Investigating the Impact of Influencer Wishful Identification and Parasocial Relationships on Purchasing Behavior: Insights From Influencer Fan Data
Trinidee Mercado (Stetson University, USA) and Ruonan Zhang (Rollins College, USA)
Copyright: © 2024 |Pages: 15
DOI: 10.4018/979-8-3693-0912-4.ch011
Abstract
Influencers are a powerful tool in the worlds of communication and marketing. The relationships that influencers build with audiences can affect consumer behaviors as can the brand that they create. Both the audience's perception of a relationship with the influencer as well as the audience's desire to be like the influencer can impact consumer purchasing behaviors. The purpose of this study is to explore how wishful identification and parasocial relationships serve as mediating factors in influencer impact on audience consumer behavior outcomes. This purpose is addressed via a quantitative survey (n = 948) in collaboration with a YouTube influencer disseminated to her audience. Results show that viewers' reported income, interactions with influencers, and parasocial relationships all have a positive impact on predicting participants' purchase behavior of influencer-recommended products. The findings contribute to an in-depth understanding of how wishful identification serves as a mediating variable between parasocial relationships and consumer purchasing behaviors in audiences.
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More Results
Chapter 5
Bernays, Horkheimer, and Adorno: Theory in the Age of Social Media
In marketing and advertising, influencers are content creators or curators with special access to specific and/or niche audiences and have unique selling capabilities based upon social capital and in-group peer pressure. Influencers can be sponsored by businesses to incorporate product placement or testimonials into already-existing organic channels and platforms, overcoming standard barriers in paid media. Influencers may appear in traditional media outlets in content types such as interviews or expert opinion pieces but are increasingly utilized through their own platforms on modern social media websites.
Published in Chapter: Bernays, Horkheimer, and Adorno: Theory in the Age of Social Media; From: Political Propaganda, Advertising, and Public Relations: Emerging Research and Opportunities
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Chapter 3
How Influencers Can Leverage Performance in Business
The individual who has the power to affect the purchase decisions of others because of his/her authority, knowledge, position, or relationship with his or her audience.
Published in Chapter: How Influencers Can Leverage Performance in Business; From: Using Influencer Marketing as a Digital Business Strategy
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Chapter 6
Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies
Individuals with more than 5000 followers on social media platforms and having expertise in the area of fashion.
Published in Chapter: Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies; From: Using Influencer Marketing as a Digital Business Strategy
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Chapter 5
Influencers Using Instagram to Promote Change in the Knitting Community
Influencers are defined as a person with a platform, typically online, who holds some sort of influence over a specific audience or community. The accounts studied in this chapter fit that definition.
Published in Chapter: Influencers Using Instagram to Promote Change in the Knitting Community; From: Global Perspectives on Social Media Influencers and Strategic Business Communication
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Chapter 11
Adapting Digital Strategies to a New Era: A Delphi-Based Analysis in the Fashion Industry
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Chapter 18
Celebrity and Influencer in a Fan Economy: Unfolding the Fans' Roles in Enhancing Endorsement Effects
They are third party members who exercise influence over an organization and its potential customers. Influencers are believed to be well-connected and are trend-setters to create an impact on customers.
Published in Chapter: Celebrity and Influencer in a Fan Economy: Unfolding the Fans' Roles in Enhancing Endorsement Effects; From: Multidisciplinary Perspectives on Media Fandom
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Chapter 4
Emotions and Food Digital Practices on Instagram: Between the Algorithms and the Big Data
Internet celebrities who have a community of followers on social networks and have become famous through it.
Published in Chapter: Emotions and Food Digital Practices on Instagram: Between the Algorithms and the Big Data; From: AI and Emotions in Digital Society
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