当前位置: X-MOL 学术Journal of Research in Interactive Marketing › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Ordinary celebrities related criteria to harvest fame and influence on social media
Journal of Research in Interactive Marketing ( IF 10.176 ) Pub Date : 2020-05-14 , DOI: 10.1108/jrim-02-2018-0031
Fatima Abdulaziz Al-Emadi , Imene Ben Yahia

The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to opinion leadership on visual platforms, such as Instagram and Facebook.,Qualitative data were collected from 32 social media users following at least one ordinary celebrity on Instagram and Facebook in Qatar and Tunisia.,The findings of this study highlight five main characteristics that lead to fame and opinion leadership on social media visual platforms: credibility, storytelling and content quality, fit with the platform, Actual and aspired image homophily and consistency.,This research is, to the best of the authors’ knowledge, one of the first studies that highlight the features determining opinion leadership on visual platforms such as Instagram and Facebook. Second, the results of the study highlight some features that distinguish ordinary celebrities from traditional established celebrities.,The findings of this research represent a guideline for effective influential marketing development. Based on the results, recommendations are provided for companies, influencers and social media users who aspire to become influencers.,This research, to the best of the authors’ knowledge, is among the first to shed light on opinion leadership through ordinary celebrities on visual social media platforms, such as Facebook and Instagram, and thus, adds new insights to the area of social media marketing.

中文翻译:

普通名人的相关标准可获取名望和对社交媒体的影响

其次,研究结果突出了一些将普通名人与传统名人区别开的特征。这项研究的结果代表了有效影响营销发展的指南。根据研究结果,向有志成为影响者的公司,影响者和社交媒体用户提供建议。根据作者的知识,这项研究是最早通过普通的视觉名人阐明观点领导力的研究之一社交媒体平台(例如Facebook和Instagram),从而为社交媒体营销领域增加了新见解。这项研究的结果为有效的有影响力的营销发展提供了指导。根据研究结果,向有志成为影响者的公司,影响者和社交媒体用户提供建议。根据作者的知识,这项研究是最早通过普通的视觉名人阐明观点领导力的研究之一社交媒体平台(例如Facebook和Instagram),从而为社交媒体营销领域增加了新见解。这项研究的结果为有效的有影响力的营销发展提供了指导。根据研究结果,向有志成为影响者的公司,影响者和社交媒体用户提供建议。根据作者的知识,这项研究是最早通过普通的视觉名人阐明观点领导力的研究之一社交媒体平台(例如Facebook和Instagram),从而为社交媒体营销领域增加了新见解。
更新日期:2020-05-14
down
wechat
bug