 The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?Michael T. Lee and Carol Theokary Journal of Business Research, 2021, vol. 132, issue C, 860-871 Abstract: In an aggressively growing market, influencers exploit social media platforms to make videos on their chosen interests in an attempt to attract viewers worldwide. Consequently, the platforms provide monetary rewards to these influencers that are commensurate with the number of views and subscribers. We use the language expectancy theory and the emotional contagion theory in an elaboration likelihood model of persuasion to understand why the financial success of influencers varies so widely. We conduct the analysis with speech-to-text data, survey data, archival data, and structural equation modelling. Contrary to the pre-internet persuasion research, the able, motivated, and focused viewers of superstar social media influencers identify the traditionally peripheral elements of linguistic style and emotional contagion as central to increasing the number of views and subscribers. However, these viewers identify content and production expertise, traditionally central elements, as peripheral to viewing and subscriber performance. Keywords: Elaboration likelihood; Entrepreneur; Influencer; Persuasion; Social media. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:132:y:2021:i:c:p:860-871 DOI: 10.1016/j.jbusres.2020.11.014 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.