sponsored: Consumer insights on social media influencer marketing

Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, p...

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Bibliographic Details
Published inPublic relations inquiry Vol. 9; no. 2; pp. 177 - 194
Main Authors Coco, Savannah Lee, Eckert, Stine
Format Journal Article
LanguageEnglish
Published London, England SAGE Publications 01.05.2020
Subjects
sponsored content
social media influencers
public relations
social media
Marketing
women
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Summary:Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, perceived relatability, and authenticity. Social exchange and relationship management theories do not sufficiently account for purchasing decisions despite negative views of consumers. We argue for a new theory called Influencer-Follower Relationship Management Theory.
ISSN:2046-147X
2046-1488
DOI:10.1177/2046147X20920816