An Exploration of Social Media Users’ Desires to Become Social Media Influencers

Fetter, Sheldon; Coyne, Paige; Monk, Samantha; Woodruff, Sarah J.

doi:10.1177/09760911231159690

Cited by 5 publications

(1 citation statement)

References 35 publications

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“…The economic value of the e-commerce sector in 2022 increased by 22% compared to 2021, which was still US$48 billion. When comparing the value before the COVID-19 pandemic, the e-commerce economy of Indonesia in 2022 was 136% higher than in 2019, amounting to US$25 billion (Fetter, Coyne, Monk, & Woodruff, 2023). Bank Indonesia reported a slowdown in the rate of e-commerce growth in December 2022; however, the institution remains optimistic, predicting that by 2024 Indonesia's ecommerce growth will achieve 20.45% year-on-year or approximately 689 trillion (Barta, Belanche, Fernández, & Flavián, 2023).…”

Section: Introductionmentioning

confidence: 99%

Influencer Quality in Promoting Perspectives Products

Fransiska,

Rahyadi,

Priskha Dewi

et al. 2024

SLJIL

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Influencers holds an important role in product marketing due to the growth of internet and social media users in Indonesia as well as the increasing economic value of the e-commerce sector and has become an effective strategy in influencing consumer behaviour. A thematic analysis approach was used to identify key themes from literature searches in scientific databases like Wiley, Taylor & Francis, Sage, and Elsevier, on English articles from 2020 to 2023, addressing influencer collaborations with brands. Findings showed influencer quality, factors like credibility, personality, compatibility between influencer and product, and interaction with followers, contribute to promotional effectiveness. Use of language, emotional aspects and interaction also have a significant impact on audience engagement. The influencer's previous testimonials provide a deeper understanding of the product usage

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Section: Introductionmentioning

confidence: 99%

Influencer Quality in Promoting Perspectives Products

Fransiska,

Rahyadi,

Priskha Dewi

et al. 2024

SLJIL

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The influencer‐entrepreneurship journey: A model of staged progression

Cheng,

de Regt,

Young

2024

Psychology and Marketing

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With the ever‐increasing digitalization of society, a growing number of people are inspired to start up their own digital ventures. Within this context, a specific aspect of content entrepreneurship stands out—social media influencers. These influencers attract brands due to their attentional capital and persuasive power. Currently, the development of such influence is not instantaneous but a progressive journey, with influencers exhibiting varying degrees of influence at different stages. For brands aiming to foster effective collaborations, understanding these stages is crucial. However, existing literature lacks a comprehensive theoretical structure that encompasses the full spectrum of the influencer's journey. As such, drawing from the entrepreneurship literature, this paper proposes a model that delineates how social media users develop and enhance their brand as influencer‐entrepreneurs and how their roles transform across the various stages of entrepreneurial progression and facilitate strategic marketing engagement. The proposed model comprises five stages: influence potential, influence formulation, influence competence, influence monetization, and influence reward. In light of the collaborative dynamics between influencers and brands, the model further provides strategic guidance for brand managers and marketers on engaging with influencers at various stages of their journey.

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Kidfluencers' lived experiences of influencer culture: a time for regulation?

Shomai,

Unwin,

Sealey

2024

IJSSP

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Purpose“Kidfluencer” is a relatively new term and refers to where young people actively exert influence on lifestyle and consumer behaviour through the use of social media. This study focused on capturing the complexities of this phenomenon, and issues of concern for policymakers that subsequently occur.Design/methodology/approachThe study used semi-structured interviews to capture the retrospective experiences of ten young people as “kidfluencers” on the social media platforms, Facebook, Instagram, TikTok and YouTube.FindingsThe findings identified several issues associated with being a kidfluencer, such as affecting individuals’ work-life balance, their education, how safe they felt online and physically, how they maintained friendships, pressure to increase their profile and their mental health well-being. Overall, the study suggests that kidfluencing has specific negative effects on kidfluencers and their childhood experiences, which should be of concern to policy makers.Research limitations/implicationsAll participants were above the age of eighteen. Therefore, their contributions reflect upon their past, rather than speaking about their recent experiences, which can lead to retrospective bias. The sample size is small, reflecting the difficulties in accessing this sensitive area for study.Practical implicationsThe study provides support for the decision taken in France to introduce legislation that protects kidfluencers, which may suggest a need for legislation in other countries.Originality/valueThe study is relevant in the context of the new law adopted by the French National Assembly in 2020 to provide a legal framework for the activities of child influencers on a range of online platforms. To date, France is the only country where such laws have been enacted. So far, there has been no specific evaluation of this law, and very little research on welfare issues experienced by kidfluencers themselves, making this study timely.

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An Exploration of Social Media Users’ Desires to Become Social Media Influencers

Cited by 5 publications

References 35 publications

Influencer Quality in Promoting Perspectives Products

Influencer Quality in Promoting Perspectives Products

The influencer‐entrepreneurship journey: A model of staged progression

Kidfluencers' lived experiences of influencer culture: a time for regulation?

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