The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?
Autor: | Michael T. Lee, Carol Theokary |
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Rok vydání: | 2021 |
Předmět: |
Marketing
Persuasion media_common.quotation_subject 05 social sciences Emotional contagion Language expectancy theory Influencer marketing Linguistics Style (sociolinguistics) 0502 economics and business Survey data collection 050211 marketing Social media Psychology 050203 business & management media_common Elaboration likelihood model |
Zdroj: | Journal of Business Research. 132:860-871 |
ISSN: | 0148-2963 |
Popis: | In an aggressively growing market, influencers exploit social media platforms to make videos on their chosen interests in an attempt to attract viewers worldwide. Consequently, the platforms provide monetary rewards to these influencers that are commensurate with the number of views and subscribers. We use the language expectancy theory and the emotional contagion theory in an elaboration likelihood model of persuasion to understand why the financial success of influencers varies so widely. We conduct the analysis with speech-to-text data, survey data, archival data, and structural equation modelling. Contrary to the pre-internet persuasion research, the able, motivated, and focused viewers of superstar social media influencers identify the traditionally peripheral elements of linguistic style and emotional contagion as central to increasing the number of views and subscribers. However, these viewers identify content and production expertise, traditionally central elements, as peripheral to viewing and subscriber performance. |
Databáze: | OpenAIRE |
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