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Social media influencers: an exploratory approach to the relationship with SMI’s followers
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Orientador(es)
Resumo(s)
More than ever, Influencer Marketing plays a crucial role on brand’s communication plan.
Though, qualitative research has dedicated little attention to Social Media Influencers’
relationship with their followers. This paper aims to study in detail how SMIs maintain a
relationship with their followers based on trust, despite the sponsored content. Thirteen semistructured
interviews are analyzed used Gioia Method and three aggregate dimensions that
helped explain the phenomenon arose from the analysis: triggers to accept a partnership,
product experience and direct interaction with followers. This study concludes that the key
dimension to a trust relationship relies on a selective acceptance of partnerships by SMIs. This
conclusion highlights the importance of brands’ managers to approach the right influencers,
only a suitable partnership allows a fluid and transparent communication. Managers might use
this study to better understand the SMI Phenomenon from the Influencers’ perspective,
comprehending various aspects, from the criteria used to accept a partnership to how they
communicate directly with their followers.
Descrição
Palavras-chave
Social media influencers Influencer marketing Sponsored content Followers