Social Media Influencers in Albania. Self-promotion or a hyper-machine phenomenon

Background: Social media influencers are gaining special relevance in many studies related to media, communication, and advertisement. Whilst a lot of research has been conducted in several countries on possible effects on different fields, in Albania SMI-s are still considered a pure marketing tool and there is little evidence on trends related to this topic. Purpose: The purpose of this study was to understand why the younger generation tend to follow social media influencers and to identify the most notable features they are looking for when following a specific SMI. Methodology: The data collection method used for this study was a questionnaire, spread out to students at the European University of Tirana, and the sample population age range was from 18 years old up to 26 years old. Conclusion: It results that youth tend to spend more than three hours on social media, and they are inclined to follow social media influencers based on the similarities they share with them. One of the most relevant findings is their tendency to strongly disagree in considering reality shows characters and politicians as social media influencers.