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The web of influencers. A marketing-audience classification of (potential) social media influencers
Journal of Marketing Management ( IF 4.707 ) Pub Date : 2021-05-05 , DOI: 10.1080/0267257x.2021.1912142
Gaëlle Ouvrein 1 , Sara Pabian 1 , David Giles 2 , Liselot Hudders 3 , Charlotte De Backer 1
Affiliation  

ABSTRACT

This study aims to integrate the literature on social media influencers into a framework that classifies (potential) social media influencers and highlights their features. Previous classifications mainly focused on the measurable characteristics of social media influencers as determined either by scholars or consumers. In reality, though, the social impact of an influencer evolves as an interaction between his/her own goals and motivations and audience's perceptions and attributions. This study proposes a conceptual classification that combines the characteristics of social media influencers with audience’s perceptions of the social media influencer. The proposed classification consists of three types of top social media influencers – Passionate Business Influencers, Passionate Influencers and Celebrity Influencers and two types of potential social media influencers - Dreaming Business Dormants and Passionate Topic Enthusiasts. The differences between them are explained by celebrity status, authenticity and received revenues. The implications of our framework for marketers and research directions are discussed.



中文翻译:

影响者网络。(潜在)社交媒体影响者的营销受众分类

摘要

本研究旨在将有关社交媒体影响者的文献整合到一个框架中,该框架对(潜在的)社交媒体影响者进行分类并突出其特征。以前的分类主要侧重于由学者或消费者确定的社交媒体影响者的可衡量特征。然而,实际上,影响者的社会影响是随着他/她自己的目标和动机与观众的看法和归因之间的相互作用而演变的。本研究提出了一种概念分类,将社交媒体影响者的特征与受众对社交媒体影响者的看法相结合。拟议的分类包括三类顶级社交媒体影响者——热情的商业影响者,热情的影响者和名人影响者以及两种潜在的社交媒体影响者 - 梦想商业休眠者和热情的话题爱好者。它们之间的差异可以通过名人地位、真实性和获得的收入来解释。讨论了我们的框架对营销人员和研究方向的影响。

更新日期:2021-05-05
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