Latané and Kelman: An Integrated Approach to Social Influence Theories

Carolina Tanasi Oliveira, André Francisco Alcântara Fagundes and Jussara Goulart da Silva

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2025, vol. 29(4), issue Vol. 29 No. 4 (2025): July/Aug - 2025, e240324

Abstract: Objective: this study aims to propose an integrative approach to the theories of Latané (Social Impact Theory) and Kelman (Social Influence Theory) within the context of social influence. The research starts from the observation that Latané's theory emphasizes the causality between the influencer group and the influenced person, neglecting how this influenced receives and reacts to the influence. Theoretical approach: during the construction of the theoretical framework, it was observed that both theories address distinct parts of the social influence process. However, they are not commonly used together. This study proposes to highlight the complementarity of both theories and to explore how this integration can offer a broader understanding. Method: the research adopted a qualitative approach, using semi-structured interviews to investigate how social influence is perceived and experienced by participants. The collected data were analyzed through categorization and content analysis. Results: the analysis of the interviews identified seven main categories of perception regarding social influence: (1) admiration, (2) social comparison, (3) tendency to avoid conflict, (4) sense of belonging, (5) perceived authority of the influencer on the subject, (6) influence of celebrity endorsements, and (7) the pursuit of social rewards as a motivating factor for becoming an influencer. Conclusion: based on empirical data and the articulation between Latané’s and Kelman’s theories, a new integrative theoretical model was proposed. This model broadens the understanding of social influence by encompassing the construction of social impact conveyed by the influencer group, the ways in which the influenced individual receives and responds to the influence, and the emerging categories as mediating the process.

Date: 2025
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