Project Description:
In recent years, the emergence of influencer culture has reshaped the landscape of marketing and media. Social media platforms have provided individuals with the opportunity to amass large followings and wield significant influence over consumer behavior. This research project aims to investigate the evolution of influencer culture, analyze its strategies and implications for marketers and consumers, and explore the ethical considerations surrounding this phenomenon
Interest and Relevance:
This topic is closely related to the themes we have discussed in our Media Culture and Theory class, particularly concerning the changing dynamics of media consumption and the influence of digital platforms on contemporary society. The questions that led me to explore this topic include: How do influencers shape consumer behavior and purchasing decisions? What strategies do influencers employ to engage and influence their audiences? How does influencer culture intersect with broader issues of authenticity, transparency, and ethical marketing practices?
Weighing In:
Through this research, I aim to contribute to our understanding of the role of influencers in contemporary media culture and their impact on consumer behavior. By examining the strategies employed by influencers, the effectiveness of influencer marketing campaigns, and the ethical considerations associated with influencer culture, I hope to provide insights that can inform both academic scholarship and industry practices
Importance to Media Studies:
This topic is important to media studies broadly speaking because it reflects the shifting power dynamics within the media industry and the ways in which individuals and communities can exert influence in the digital age. By studying influencer culture, we can gain a deeper understanding of the intersection between media, marketing, and society, and the implications for media literacy, consumer culture, and the future of advertising
Analysis:
The analysis will involve a thematic analysis of interview transcripts and survey data to identify key themes and patterns related to influencer culture and its impact on consumer behavior. This analysis will explore factors influencing audience engagement with influencers, the perceived authenticity of influencer content, and the effectiveness of influencer marketing campaigns. Additionally, the analysis will examine the ethical implications of influencer culture, including issues of transparency and trustworthiness
Conclusion:
The conclusion will summarize the key findings of the research and offer insights into the implications of influencer culture for marketers, consumers, and society as a whole. Recommendations for future research and implications for practice will also be discussed
Sources:
Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste. Harvard University Press
Comments: Pierre Bourdieu’s seminal work on cultural capital and the social stratification of taste provides valuable theoretical insights into the dynamics of influence and status within cultural fields. By examining how individuals and social groups distinguish themselves through their consumption patterns and cultural preferences, Bourdieu’s analysis offers a foundational framework for understanding the role of influencers in shaping consumer behavior and identity formation.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828
Comments: This empirical study investigates the effectiveness of influencer marketing on Instagram by examining the impact of influencer popularity and product type on brand attitude. The findings contribute valuable insights into the factors that influence consumer perceptions of brands promoted by influencers, shedding light on the nuances of influencer-consumer relationships and the role of social influence in shaping brand attitudes.
Jin, S. A. A., Phua, J., & Lee, K. M. (2018). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 47(2), 209-222
Comments: This study explores the impact of celebrities’ tweets about brands on consumers’ perceptions of source credibility, buying intention, and social identification with celebrities. By examining the effects of Twitter-based electronic word-of-mouth from celebrities, the research offers valuable insights into the mechanisms underlying influencer influence and its implications for consumer behavior and brand engagement.
Senft, T. M., & Baym, N. K. (2015). What does the selfie say? Investigating a global phenomenon. International Journal of Communication, 9, 1588–1606
Comments: This interdisciplinary study examines the cultural significance of the selfie phenomenon and its implications for identity construction, self-presentation, and social interaction in the digital age. While not specifically focused on influencer culture, the research offers insights into the role of self-representation and visual communication in online communities, which are relevant to understanding the appeal and influence of social media influencers
