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All Users Are Equal, but Some Users Are More Equal Than Others: Exploring the Psychology of Users That Follow Social Media Influencers
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Author(s): Carla Sofia Ribeiro Murteira (School of Communication and Media Studies, Politécnico de Lisboa, Portugal & Institute for the Study of Literature and Tradition, NOVA University of Lisbon, Portugal)and Ana Cristina Antunes (School of Communication and Media Studies, Politécnico de Lisboa, Portugal)
Copyright: 2024
Pages: 23
Source title:
Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch004
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Abstract
The study of social influence in social media settings has gained significant importance in the last years due to the advent of the internet and the increase of social media users and followers of social media influencers (SMI). This chapter focuses on the followers' psychological experience by reviewing how SMIs are perceived by followers and what moves the users to follow SMIs. Users follow SMI in an attempt to obtain information, inspiration, and entertainment, therefore brands have the chance to promote their products and services based on an appealing communication that can be provided by the SMI. However, the SMIs' perceived credibility, trustworthiness, authenticity, and expertise can impact not just the interaction with followers but also the brand image. It is recommended that brands conduct a continuous and careful assessment of SMIs' communication style and followers' perceptions to improve followers' attitudes towards the brands and their purchase intentions.
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