Audience Value of Social Media Influencers

Tam Y. L. Adeline () and Nur Thara Zainal ()
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Tam Y. L. Adeline: Universiti Malaysia Sabah
Nur Thara Zainal: Universiti Malaysia Sabah

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 415-425 from Springer

Abstract: Abstract The rapid growth of influential marketing prompts further research to understand the importance of social media influencers (SMIs) towards social media users. SMIs utilise the self-branding strategy to create a distinctive public identity. It is believed that the development of SMIs’ personal branding is influenced by the social media audiences’ perception towards their identities. Therefore, this study aims (i) to explore the perceived values of SMI that are appreciated by the audiences, and (ii) to determine SMI values that are most important to social media audiences. This was achieved through a quantitative research guided by the Theory of Consumption Values. The data were collected from 82 respondents via an open-ended questionnaire and analysed using content analysis. The results identified six value components, namely, functional, emotional, social, epistemic, personal (conditional) and aesthetic values. It was found that most social media audiences highly appreciate the personal, aesthetic and emotional values of SMIs over other value components. This study also proposed a user-perceived value model that is relevant to understand SMIs and provides theoretical and practical implications for both brand marketers and content creators on social media.

Keywords: Perceived value; Social media influencer; Digital marketing; Theory of consumption value (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2337-3_36

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DOI: 10.1007/978-981-99-2337-3_36

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