Erschienen in:INSEAD Working Paper ; No. 2023/21/EFE
Umfang:
1 Online-Ressource (15 p)
Sprache:
Englisch
DOI:
10.2139/ssrn.4431854
Identifikator:
Entstehung:
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments April 28, 2023 erstellt
Beschreibung:
Starting with a case example, this article explores the world of influencers, people who use their personal profile on social media to drive the sales of a company’s products. Why are followers of influencers inclined to buy the products that are recommended? What psychological dynamics are at play? This article points out that, in order for influencers to reach their audiences, the people interested in visiting their platforms must be convinced that these individuals have real knowledge and expertise about the topics that they’re addressing. Influencers need to be viewed as experts in their chosen fields. In addition, the article points out that expertise alone isn’t good enough; influencers need to build meaningful, and what others may perceive to be personal connections with their followers. They must appear approachable and accessible—in other words to be like “the person next door.”It is noted how frequent exposure to the communications of the influencers creates trust. The more influencers expose their followers to a specific content, the more they will accept the content presented to them. Given the potential for ‘information overload’ in contemporary society, influencers serve also as “filters”, giving focus to information needed to make informed decisions. What is additionally pertinent is that influencer marketing plays directly into human beings’ desire for belonging—people’s sheeple-like behavior. A further important factor in the influencing process is the illusion of control. It is suggested that, by using the services of influencers, people no longer see themselves as passive consumers of media content. On the contrary, because of the special interactive nature of the relationship between influencers and followers, there will be a sense of reciprocity. When people imagine that they’re receiving something of value, they tend to return this favor by giving something back. This article goes on to explore the importance of the attractiveness bias—Human beings seem to be innately more trusting of people who are good looking. Finally, to add to these various psychological factors relevant to the influencing process, the “halo effect” is discussed. Apparently, positive feelings of a person, brand, or product in one area, will positively influence people’s feelings about them in another area.The article ends by addressing the mental health implications of influencing on the part of both influencers and their followers. Although, it is suggested that influencing in itself isn’t all bad—it can certainly be used for good, with followers finding connection, inspiration, and ideas when they tune into their favorite influencers—there are also potentially negative mental health effects to using social media