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What is Social Media Influencers

Chapter 2
Global Perspectives on Social Media Influencers and Strategic Business Communication
Social media influencers significantly impact the moulding of digital culture, consumer behavior, and brand views in today's interconnected world. Influencers have become essential collaborators for businesses aiming to establish genuine and impactful connections with consumers, as they possess the power to captivate audiences, generate engagement, and sway purchasing decisions. Authenticity, openness, and relevance will continue to be crucial in the evolving influencer ecosystem for building trust and establishing genuine connections with audiences.
Published in Chapter:
Exploring Motivations of Social Media Influencers in Content Production
Surjit Singha (Kristu Jayanti College, India)
Copyright: © 2024 |Pages: 15
DOI: 10.4018/979-8-3693-0912-4.ch002
Abstract
This chapter examines the underlying motivations that propel the creation of content by social media influencers. Social media influencers have emerged as individuals of considerable power, capable of moulding consumer sentiments, affecting brand interactions, and exerting influence. A comprehensive comprehension of the motivations of influencers is imperative for businesses and marketers aiming to establish fruitful collaborations with them. It analyzes the various motivations that drive influencers to generate content. These motivations encompass personal enthusiasm, monetary rewards, the aspiration for recognition, and the quest for originality. This study examines how these incentives affect the authenticity and calibre of influencer-generated content and analyzes the ramifications for strategic business communication. Through case studies and discussions, this chapter illuminates the intricacies of influencer motivations and provides valuable perspectives for organizations seeking to establish fruitful collaborations with influencers.
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Chapter 16
The Ethics of Collaborating With Social Media Influencers: Influencers and Psychological Well-Being
Individuals who leverage their online presence to impact and persuade their followers, often through content creation and endorsements.
Published in Chapter: The Ethics of Collaborating With Social Media Influencers: Influencers and Psychological Well-Being; From: Global Perspectives on Social Media Influencers and Strategic Business Communication
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Chapter 7
The Youth's Way of Personal Branding as Bookstagrammers
They are social media users who have gained popularity for their content on social media platforms. They have built a reputation and image for their expertise and knowledge on a specific topic. They regularly post pictures and videos on their preferred social media platform to generate a large following on their social media handles and have the power to influence those who follow their content.
Published in Chapter: The Youth's Way of Personal Branding as Bookstagrammers; From: Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence
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Chapter 14
Bookstagrammers vs. BookTubers: A Comparative Study on Readers' Preferred Social Media Book Influencer
They are social media users who have gained popularity for their content on social media platforms. They have built a reputation and image for their expertise and knowledge on a specific topic. They consistently post pictures and videos on their preferred social media platform to generate a large following on their social media handles and have the power to influence those who follow their content.
Published in Chapter: Bookstagrammers vs. BookTubers: A Comparative Study on Readers' Preferred Social Media Book Influencer; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 9
Instagram Influencers in Social Media-Induced Tourism: Rethinking Tourist Trust Towards Tourism Destination
Non-celebrities who are influential people in social media through his/her UGCs.
Published in Chapter: Instagram Influencers in Social Media-Induced Tourism: Rethinking Tourist Trust Towards Tourism Destination; From: Impact of New Media in Tourism
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Chapter 20
The Impact of Social Media Influencers on Women's Online Purchasing Decisions: An Exploratory Study
Content creators on social media (see above) who have established credibility in a specific industry. They have access to a large audience and can share information to persuade others through their authenticity and reach to purchase products or services that they include in their online content.
Published in Chapter: The Impact of Social Media Influencers on Women's Online Purchasing Decisions: An Exploratory Study; From: New Trends in Marketing and Consumer Science
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