{"title":"追随者、粉丝、朋友还是仇敌?基于社会资本框架的社交媒体影响者与其受众之间的在线互动和关系类型学","authors":"Gaëlle Ouvrein","doi":"10.1177/14614448241253770","DOIUrl":null,"url":null,"abstract":"Little is known about the characteristics and dynamics within SMI–audience interactions and relationships from the side of SMI. Using interview data from 19 ( N = 19) SMI, this study aims (1) to increase the insights on the development (i.e. predictors and dimensions) and dynamics (i.e. outcomes and feedback loops) of SMI’s social capital and (2) use the social capital framework to develop a typology of different SMI–audience relationships. The resulting typology proposes four types of relationships. The first is the casual follower relationship, characterized by limited intimacy and low-effort contact. Second, the positive fan relationship involves typical fan behavior. These relationships are important for SMI because they offer psychological and commercial gains. Finally, the negative hater and the negative anti-fan relationship were distinguished. Whereas the first is a temporary superficial relationship, the latter has intimacy and reciprocity, which stimulates SMI’s investment. The theoretical and practical implications for SMI and marketing are discussed.","PeriodicalId":19149,"journal":{"name":"New Media & Society","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Followers, fans, friends, or haters? A typology of the online interactions and relationships between social media influencers and their audiences based on a social capital framework\",\"authors\":\"Gaëlle Ouvrein\",\"doi\":\"10.1177/14614448241253770\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Little is known about the characteristics and dynamics within SMI–audience interactions and relationships from the side of SMI. Using interview data from 19 ( N = 19) SMI, this study aims (1) to increase the insights on the development (i.e. predictors and dimensions) and dynamics (i.e. outcomes and feedback loops) of SMI’s social capital and (2) use the social capital framework to develop a typology of different SMI–audience relationships. The resulting typology proposes four types of relationships. The first is the casual follower relationship, characterized by limited intimacy and low-effort contact. Second, the positive fan relationship involves typical fan behavior. These relationships are important for SMI because they offer psychological and commercial gains. Finally, the negative hater and the negative anti-fan relationship were distinguished. Whereas the first is a temporary superficial relationship, the latter has intimacy and reciprocity, which stimulates SMI’s investment. The theoretical and practical implications for SMI and marketing are discussed.\",\"PeriodicalId\":19149,\"journal\":{\"name\":\"New Media & Society\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.5000,\"publicationDate\":\"2024-05-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"New Media & Society\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1177/14614448241253770\",\"RegionNum\":1,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"New Media & Society","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/14614448241253770","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
Followers, fans, friends, or haters? A typology of the online interactions and relationships between social media influencers and their audiences based on a social capital framework
Little is known about the characteristics and dynamics within SMI–audience interactions and relationships from the side of SMI. Using interview data from 19 ( N = 19) SMI, this study aims (1) to increase the insights on the development (i.e. predictors and dimensions) and dynamics (i.e. outcomes and feedback loops) of SMI’s social capital and (2) use the social capital framework to develop a typology of different SMI–audience relationships. The resulting typology proposes four types of relationships. The first is the casual follower relationship, characterized by limited intimacy and low-effort contact. Second, the positive fan relationship involves typical fan behavior. These relationships are important for SMI because they offer psychological and commercial gains. Finally, the negative hater and the negative anti-fan relationship were distinguished. Whereas the first is a temporary superficial relationship, the latter has intimacy and reciprocity, which stimulates SMI’s investment. The theoretical and practical implications for SMI and marketing are discussed.
期刊介绍:
New Media & Society engages in critical discussions of the key issues arising from the scale and speed of new media development, drawing on a wide range of disciplinary perspectives and on both theoretical and empirical research. The journal includes contributions on: -the individual and the social, the cultural and the political dimensions of new media -the global and local dimensions of the relationship between media and social change -contemporary as well as historical developments -the implications and impacts of, as well as the determinants and obstacles to, media change the relationship between theory, policy and practice.