Redefining the Role of Social Media Influencers in Strategic Marketing Communication

• Published in: Parikalpana : KIIT journal of management Vol. 20; no. 1; pp. 219 - 233
• Main Authors: Thakur, Anand, Singla, Kavita, Singla, Kamini, Irshad, Mohammed T
• Format: Journal Article
• Language: English
• Published: Bhubaneswar KIIT School of Management, KIIT University 01.01.2024
• Subjects: Authenticity; Cluster analysis; Communication; Consumers; Discriminant analysis; Generation Z; Influencer marketing; Likert scale; Perceptions; Research methodology; Social networks; Young adults
• ISSN: 0974-2808
• DOI: 10.23862/kiit-parikalpana/2024/v20/i1/225103

For leveraging influencer marketing to shape the consumers' purchasing decisions, the effectiveness of influencers' performance must be evaluated. The study aims to identify significant factors affecting the followers' intention towards the influencers' performance. Further, by applying hierarchical and k-means cluster analysis, profiling of respondents was done based on psychographic factors. EFA results unveiled five underlying dimensions of influencers namely perceived homophily, hedonic value, influencer uniqueness, emotional attachment, and opinion leadership. Hierarchical and k-means cluster methods have segmented 182 respondents into three different groups namely: Constructive Indifferent, Aficionado and Gremlin. Thus, each cluster ascribes varied importance to each factor. The paper contributes useful influencer marketing-based strategic implications for practitioners and brands to effectively target these diverse segments. Keywords: Social Media Influencer, Homophily, Hedonic Value, Emotional Attachment, Cluster Analysis.