Authenticity Under Threat  When Social Media Influencers Need to Go Beyond Passion

Audrezet, Alice; Kerviler, Gwarlann de; Moulard, Julie Guidry

doi:10.15444/gfmc2017.03.01.05

Cited by 13 publications

(11 citation statements)

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“…Jalali & Khalid (2022) proposed that the perceived credibility of followers help to create a link between green word of mouth and green consumption intention. This result also supports the statements that social influencers influence their followers through strong persuasive content to engage them towards the desired response (Audrezet et al, 2017;Thompson et al, 2011). Their posts need to be appealing enough to affect attitude, opinion, intention and behaviour of their followers.…”

Section: 9%supporting

confidence: 85%

Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

Shafie¹,

Akil²,

Radzi³

et al. 2022

IJARBSS

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Nowadays, more environmentalists are using social media platforms to raise awareness on environmental issues such as persuading followers to undertake pro-environmental behaviours. However, to date, studies on the role of social media and social influencers in disseminating pro-environmental behaviours are very limited. Therefore, the aims of the present study are to investigate students' pro-environmental behaviours, their levels of advertising literacy and the leadership qualities of social influencers. Data were collected using an online questionnaire consisting of four sections: demographic information, proenvironmental behaviours, levels of advertising literacy and leadership qualities of the social influencers. Respondents were 128 university students who were active social media users at the largest comprehensive university in Malaysia. Data were analysed using descriptive statistics. Our findings highlighted that university students exhibit pro-environmental behaviours in their daily lives. In addition, these students who were active social media users understood the impact of social media advertising on their lives. Moreover, findings showed that university students trust the leadership of social media influencers due to their qualities. The paper concludes by suggesting university management and policymakers to harness the role of social media and social influencers to promote pro-environmental behaviours to citizens especially the younger generation. Moving forward, more studies on the role of social media influencers in disseminating pro-environmental behaviours to followers should be conducted to understand environmental leaderships through social media platforms.

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Section: 9%supporting

confidence: 85%

Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

Shafie¹,

Akil²,

Radzi³

et al. 2022

IJARBSS

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“…The study highlights the significance of selecting suitable influencers, who possess the necessary intrinsic traits, to create a perception of authenticity among customers (Kumar & Mirchandani, 2012;Balakrishnan et al, 2014;Audrezet et al, 2017). This is in addition to their reach and coverage (Hund & McGuiga, 2019;Venus Jin et al, 2019) and helps users to establish a level of trust in their influencers, as their brand ambassadors, and as a result the product or service.…”

Section: Discussionmentioning

confidence: 91%

“…However, despite the fact that the role of influencers during the last decade is on a steep incline, in terms of their number and scope, this has also led users to consider promotions through these channels in a more detailed manner. Kumar and Mirchandani (2012), Balakrishnan et al (2014) and Audrezet et al (2017) found that a growing number of users doubt the authenticity of influencers` endorsements on social media.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users

2022

IJMCNM

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This study aims to find the impact of social media influencers on brand awareness, brand image, and trust in their sponsored content. For this purpose, influencers' traits were divided into intrinsic and extrinsic characteristics to measure their impact more accurately. Hypotheses were formulated, and a close-ended questionnaire was distributed to quantitatively analyse the effect of social media influencers. In total, 327 responses were collected for analysis. The results indicated that social media influencers' perceived intrinsic characteristics positively impact the level of brand awareness, and perceived extrinsic traits positively affect brand image, and trust in sponsored content. The research measures consumer reactions to influencer marketing among social media users. It contributes to overall knowledge about social media influencers` impacts on users through implications of attitudinal persuasion knowledge and self-perception theory. The findings shed light on the implications of social media influencers` traits in relation to how the sponsored brands and influencers` content are perceived by customers.

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“…Self-presentation theory seeks to explain why and how people convey some information about themselves or some images to others [14]. This theory argues that people can intentionally present themselves to control the impressions that others form of them in social situations [15]. Online information processing theory refers to the mechanisms under which online content can be created and spread among specific networks [16].…”

Section: Theoretical Foundation Of Current Researchmentioning

confidence: 99%

“…Reference as examples Selfpresentation theory Social media influencers tend to profile themselves consciously in order to establish a stable impression on others [14] Online informationprocessing theory Social media influencers are motivated to generated IGC by a mix of factors including extrinsic and intrinsic motivations, and IGC can be transmitted through word-of-mouths and celebrity-fan relationship [15] Knowledge persuasion theory Social media influencers are able to employ a series of marketing tactics that are embedded in the content they generated (i.e., IGC) to persuade others to engage in certain activities [16] Signaling theory Social media influencers can purposely or unpurposely send a series of online visible signals that inform others of the value of IGC [17] Warranting theory Social media influencers can use the IGC to promote or endorse something, which improves its credibility and believability [18]…”

Section: Theory Major Findingsmentioning

confidence: 99%

Reviewing the Landscape of Research on Influencer-generated Content

Chen

Chua

2020

2020 6th International Conference on Information Management (ICIM)

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The purpose of this paper is to review and synthesize scholarly articles on influencer-generated content. Specifically, it attempts to identify: (1) theoretical foundations that have been used, (2) research methods that have been employed, and(3) research foci and future directions. Based on the in-depth content analysis of 167 related articles, this paper finds that 5 commonly used underpinning theories, namely, selfpresentation theory, online information processing theory, knowledge persuasion theory, signaling theory, and warranting theory. Primary and secondary research data from diverse sources, quantitative and qualitative analysis approaches have been employed by the articles. Current research foci include three clusters-identifying social media influencers, investigating influencers' motivations for creating content and assessing the social and economic impacts of influencer-generated content. Correspondingly, three research perspectives-content creator perspective, content generation perspective, and content impacts perspective are adopted to guide the future directions.

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Authenticity Under Threat When Social Media Influencers Need to Go Beyond Passion

Cited by 13 publications

References 0 publications

Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users

Reviewing the Landscape of Research on Influencer-generated Content

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