Influencer marketing: An exploratory study on the motivations of young adults to follow social media influencers

Research output: Contribution to journalArticlepeer-review

Abstract

The advent of social media has changed how businesses engage with their audience. Companies today are identifying key opinion leaders (also known as influencers) to promote their products via social media, leveraging the ability of these people to engage target audiences, generate recommendations via electronic word-of-mouth, and influence their followers to purchase the company’s products. However, little is known about what motivates people to follow these influencers. To address this gap in the literature, the present exploratory study aims to understand the reasons why young adults follow influencers. The findings contribute to the growing literature on influencer marketing by exploring the consumption of influencer content by young adults and their motivations for following influencers. The findings can help both companies and influencers improve their social media marketing strategy.

Original languageEnglish
Pages (from-to)156-165
Number of pages10
JournalJournal of Digital and Social Media Marketing
Volume8
Issue number2
Publication statusPublished - 2020

Bibliographical note

Publisher Copyright:
© Henry Stewart Publications.

Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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