In the age of social media, influencers have become a ubiquitous presence in our online lives. From Instagram models to TikTok stars, these individuals have amassed millions of followers and wield significant influence over their fans. However, not all influencers are created equal, and users’ attitudes toward them can vary greatly depending on a range of factors. Did you ever hear about the influencer effect? Take a look and find out how it can affect you!
What influence you to follow influencers on social media?
One of the key factors that can influence users’ attitudes towards influencers is authenticity. In a world where social media is often accused of being superficial and inauthentic, users are drawn to influencers who are perceived as genuine and authentic in their content. Influencers who are open about their struggles and are not afraid to share their flaws and vulnerabilities are often the most well-liked by users.
Another important factor that can influence users’ attitudes towards influencers is relevance. Users are more likely to follow and engage with influencers whose content is relevant to their interests and needs. For example, a fitness enthusiast is more likely to follow a fitness influencer who shares workout tips and healthy recipes than a beauty influencer who focuses solely on makeup tutorials.
Trustworthiness is also a crucial factor in determining users’ attitudes towards influencers. Users are more likely to trust influencers who have a reputation for being honest and transparent. Influencers who are open about sponsored content and who do not appear to be motivated solely by financial gain are often viewed more favorably by users.
Personality is another important factor that can influence users’ attitudes towards influencers. Influencers who have a likable and relatable personality are more likely to attract and retain followers. Humor, charisma, and a sense of authenticity are all qualities that users appreciate in influencers.
Consistency is also important when it comes to influencers. Users appreciate influencers who consistently produce high-quality content and are reliable in their posting schedules. Followers are more likely to lose interest in an influencer who only posts sporadically or who produces low-quality content.
Social proof can also influence users’ attitudes towards influencers. Users are more likely to follow influencers who have a large following and a high level of engagement. This serves as a form of social proof that the influencer’s content is valuable and worth following.
Finally, community engagement is an important factor that can influence users’ attitudes towards influencers. Influencers who actively engage with their followers and create a sense of community among their fans are often viewed more favorably by users.
What researchers says about influencers
A recent study focused on the impact of an influencer’s social status on various marketing outcomes, including attitude towards a recommended product, willingness to purchase the product, loyalty to the influencer, and willingness to follow the influencer. The study, published in the JOURNAL OF MARKETING COMMUNICATIONS found that followers respond differently to influencers based on their social status, with admiration being a more important factor in affecting loyalty to the influencer, product attitude, and willingness to purchase, regardless of the influencer’s social status.
Called ,, An influencer like me: Examining the impact of the social status of Influencers”, the study suggests that followers are attracted to influencers whom they aspire to be alike through the self-enhancement process, regardless of the influencer’s social status. Overall, the authors, named Do Yuon Kim, Minjung Park and Hye-Young Kim highlights the importance of admiration and the desire to become alike in driving positive marketing outcomes, even with ordinary influencers who have relatable lifestyles.
Users’ attitudes towards influencers are shaped by a variety of factors, including authenticity, relevance, trustworthiness, personality, consistency, social proof, and community engagement. As social media continues to play an increasingly important role in our lives, the influence of these factors on users’ attitudes towards influencers is likely to continue to grow.
