Exploring and Clustering the Influence of Social Media Influencers

• Published in: Contemporary management research Vol. 20; no. 1; pp. 25 - 45
• Main Authors: Wang, Chih-Chien, Chang, Shu-Chen, Lu, Chi Heng
• Format: Journal Article
• Language: English
• Published: 29.09.2024
• ISSN: 1813-5498; 1813-5498
• DOI: 10.7903/cmr.23537

Industry practitioners and academic researchers have accorded social media influencer marketing considerable attention. Marketing professionals must identify potential social media influencers as endorsers. A well-known social media influencer is not always a good endorser. The popularity of social media influencers does not imply their influence on their followers. In this paper, we present a survey of the influence power of social media influencers based on their followers' attitudes toward trustworthiness, expertise, likability, social attractiveness, physical attractiveness, opinion leadership, enjoyability, similarity, interactivity, identification, fitness, originality, informativeness, entertainment, and self-serving. We gathered 4,919 responses to a user survey regarding the influence of Taiwan's leading social media influencers. Based on the survey results, we categorized social media influencers into five groups: high-impact influencers, knowledge influencers, entertainers, content creators, and product promoters.