早期社交媒体“影响者”的正式职业化——态度驱动因素及其与人格特质的关系

C. Kolo, Florian Haumer, Alexander Roth
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引用次数: 1

摘要

通过寻求与广告商的关系,积极发帖的社交媒体用户成为影响者营销意义上的“影响者”。因此,他们将基于个人故事或特定功能的内容与第三方的商业利益结合起来。与对知名社交媒体名人的研究不同,在这项研究中,我们关注的是从共同消费者发展到首次获得财务成功的早期阶段的新兴媒体专业人士。我们从一家领先机构的德国数据库中对3500名这样的“纳米”到“微观”影响者进行了调查,以确定现有研究提出的作为正式专业化驱动因素的态度的主要成分。为了实现这一目标,我们将理论概念作为一种新的内容创造者应用于影响者。典型的是,与接触并行的专业化是由创业取向的既定尺度组合驱动的,表现为“主动性”和“冒险精神”,以及由“市场至上主义”和“自我概念中的品牌参与”产生的品牌取向。然而,结构方程模型不仅表明存在额外的驱动因素,而且基于五因素OCEAN模型将识别的驱动因素与人格特征联系起来。因此,成为影响者在某种程度上是由社会化催化的;它需要有能力和意愿用独特的内容吸引越来越多的追随者,这对现有的媒体组织来说既是一种挑战,也是一种激励。
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Formal Professionalization of early-stage Social Media “Influencers”—attitudinal Drivers and Their Relation to Personality Traits
ABSTRACT By seeking relationships with advertisers, actively posting social media users become “influencers” in the sense of influencer marketing. As such, they combine content based on personal stories or specific capabilities with third parties’ commercial interests. Unlike research on well-known social media celebrities, in this study we focus on nascent media professionals in the early stages of developing from co-consumers to having their first financial success. We conducted a survey of 3500 such “nano” to “micro” influencers from a leading agency’s German database to identify the principal components of attitudes that extant research proposes as drivers of formal professionalization. To achieve this, we operationalized and adapted theoretical concepts to influencers as a new kind of content creator. Characteristically, professionalization paralleled by reach is driven by a combination of established scales on entrepreneurial orientation, manifest in “proactiveness” and “risk-taking,” as well as a brand orientation, resulting from “market mavenism” and “brand engagement in self-concept.” However, a structural equation model not only suggests that there are additional drivers but also links the identified drivers to personality traits based on the five-factor OCEAN model. Hence, becoming an influencer is to some extent catalyzed by socialization; it requires the ability and willingness to entice an increasingly large followership with unique content, which represents both a challenge and an inspiration for incumbent media organizations.
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CiteScore
3.10
自引率
5.30%
发文量
12
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