Да бъдеш инфлуенсър

Резюме

Социалните мрежи: средство за споделяне на съдържание, взаимодействие с членове на семейството, приятели, колеги, развиване на бизнес, популяризиране на каузи и теми, място за създаване и споделяне. Сред множеството онлайн потребители съществуват такива, чието съдържание оказва влияние върху нагласите на аудиторията им чрез видеосъдържание, блогове, постове и въобще използване на всякакви публикации в онлайн платформите – инфлуенсъри. Дейността им изисква иновативни практики и стратегии, които да гарантират постоянен успех във вечно променящата се онлайн среда. Шансът за постигане на професионалните им стремежи е толкова по-голям, колкото по-усъвършенствана е способността им да ангажират аудиторията: нелек път, свързан с целеустременост, емоции и трудности. В настоящата статия изследвам именно това докато споделям два случая от теренната ми работа, в които, в период от една година (септември 2022 – август 2023 г.), следя, интервюирам/взаимодействам с и наблюдавам съдържанието на двама младежи, свързани с представата за инфлуенсър – Чефо и Зиад. Първият е дългогодишен професионален създател на съдържание, гледано милиони пъти в платформата Ютуб, поддържа активен профил в Инстаграм, участва в телевизионни предавания, изразява активно гражданска и политическа позиция и в процеса на работата си използва практики и стратегии, чрез които успява да ангажира аудиторията си с неща, интересни и важни за самия него; вторият е аматьор с амбиция да монетизира онлайн интересите си и да превърне хобито си в професия, създавайки видеосъдържание в Ютуб.

Библиография:

Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N., I. M., Mohamad, S. R., Zulkiffli, W. F. W., Hashim, N. A. A. N., Abdullah, A. R., Rasdi, L. M. & Hasan, H. 2020. Impact of social media influencer on Instagram user purchase intention towards the fashion products: The perspectives of students. European Journal of Molecular and Clinical Medicine, 7(8), 2589–2598.

Abidin, C. 2016. ‘Aren’t these just young, rich women doing vain things online?’ Influencer selfies as subversive frivolity. Social Media + Society, 2(2), 1–17.

Alotaibi, T. S., Alkhathlan, A. A. & Alzeer, S. S. (2019). Instagram shopping in Saudi Arabia: What influences consumer trust and purchase decisions? International Journal of Advanced Computer Science and Applications, 10(11), 605–613. https://doi.org/10.14569/IJACSA.2019.0101181

Álvarez-Monzoncillo, J. M. 2022. Introduction. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Álvarez-Monzoncillo, J. M., Santín, M. 2022. The marketing of UGC, media industries and business influence. The Hydra of Lerna and the sword of Heracles. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Arriagada, A., & Ibáñez, F. (2020). “You Need At Least One Picture Daily, if Not, You’re Dead”: Content Creators and Platform Evolution in the Social Media Ecology. Social Media + Society. doi:10.1177/2056305120944624

Baker, S. A. & Rojek, C. 2019. The Belle Gibson scandal: The rise of lifestyle gurus as micro-celebrities in low-trust societies. Journal of Sociology, 56(3), 388–404. https://doi.org/10.1177/1440783319846188

Balaban, D. & Mustătea, M. 2019. Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31–46. https://doi.org/10.21018/rjcpr.2019.1.269

Beech, N., Gilmore, C., Cochrane, E., & Greig, G. 2012. Identity work as a response to tensions: A re-narration in opera rehearsals. Scandinavian Journal of Management, 28(1), 39–47. https://doi.org/10.1016/j.scaman.2011.12.005

Bhansing, P. V., Hitters, E., & Wijngaarden, Y. 2018. Passion inspires: Motivations of creative entrepreneurs in creative business centres in the Netherlands. The Journal of Entrepreneurship, 27(1), 1–24. https://doi.org/10.1177/0971355717738589

Bond, B. J. 2016. Following your “friend”: Social media and the strength of adolescents’ parasocial relationships with media personae. Cyberpsychology, Behavior, and Social Networking, 19(11), 656–660. https://doi.org/10.1089/cyber.2016.0355

Breves, P. L., Liebers, N., Abt, M. & Kunze, A. 2019. The perceived fit between Instagram influencers and the endorsed brand: How influencer-brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440–454. https://doi.org/10.2501/JAR-2019-030

Brown, D., and N. Hayes 2008. Influencer marketing. London: Routledge.

Caplan, R., & Gillespie, T. 2020. Tiered governance and demonetization: The shifting terms of labor and compensation in the platform economy. Social Media + Society. https://doi.org/10.1177/2056305120936636

Cardon, M. S., Gregoire, D. A., Stevens, C. E., & Patel, P. C. 2013. Measuring entrepreneurial passion: Conceptual foundations and scale validation. Journal of Business Venturing, 28(3), 373–396. https://doi.org/10.1016/j.jbusvent.2012.03.003

Casaló, L. V., Flavián, C. & Ibáñez-Sánchez, S. 2020. Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117:510–519.

Chan-Olmsted, S., Kim, H. J. 2022. Influencer marketing dynamics. The roles of social engagement, trust, and influence. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Chi, H. H. 2011. Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44–61.

Cho, E., Son, J. 2019. The effect of social connectedness on consumer adoption of social commerce apparel shopping. In Fashion and Textiles. 6. Article 14.

Cho, K., Jung, K., Lee, M., Lee, Y., Park, J., Dreamson, N. 2022. Qualitative Approaches to Evaluating Social Media Influencers: A Case-Based Literature Review. International Journal of Electronic Commerce Studies. 13. 119-136. https://doi.org/10.7903/ijecs.2025.

Choi, W. & Lee, Y. 2019. Effects of fashion vlogger attributes on product attitude and content sharing. Fashion and Textiles, 6(1), 1–18. https://doi.org/10.1186/s40691-018-0161-1

Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on Instagram. New Media & Society, 21(4), 895–913.

Daniel, E. S., Crawford Jackson, E. C. & Westerman, D. K. 2018. The influence of social media influencers: Understanding online vaping communities and parasocial interaction through the lens of Taylor’s Six-Segment Strategy Wheel. Journal of Interactive Advertising, 18(2), 96–109. https://doi.org/10.1080/15252019.2018.1488637

De Veirman, M., V. Cauberghe, and L. Hudders 2016. Marketing through Instagram influencers: Impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.

De Vries, L., Gensler, S., & Leeflang, P. S. 2012. Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.

Deller, R. A. & Murphy, K. 2020. ‘Zoella hasn’t really written a book, she’s written a cheque’: Mainstream media representations of YouTube celebrities. European Journal of Cultural Studies, 23(1), 112–132. https://doi.org/10.1177/1367549419861638

Djafarova, E. & Trofimenko, O. 2019. ‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media. Information Communication and Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491

Fernández Peña, E. 2016. Juegos Olímpicos, Televisión y Redes Sociales. Barcelona: UOC.

Fernández Peña, E., Arauz, M. & Sha, A. 2011. Social networking and the Olympic Movement: Social media analysis, opportunities, and trends. Report commissioned by the IOC. http://ceo.uab.cat/es/b/social-networking-and-the-olympic-movement-social-media-analysis-opportunities-and-trends/

Fernández Peña, Е., Ramajo, Н., Nieto, А. 2022. A cross-pollination of fame? Star athletes and influencers on Instagram. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Fernández, A. B. 2022. The evolution of the influence business. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M. (red.). Routledge. https://doi.org/10.4324/9781003134176

Flaounas, Ilias, Omar Ali, Thomas Lansdall-Welfare, Tijl De Bie, Nick Mosdell, Justin Lewis, and Nello Cristianini (2013). Research methods in the age of digital journalism: Massive-scale automated analysis of news-content—topics, style and gender. Digital Journalism 1(1), 102–116.

Garwol, K. 2020. Influencers–contemporary authorities of the young generation? European Journal of Sustainable Development, 9(4), 273–280. https://doi.org/10.14207/ejsd.2020.v9n4p273

Giles, D. 2018. Twenty-First Century Celebrity: Fame in Digital Culture. Emerald Publishing Limited.

Gillespie, T. (2010). The Politics of Platforms. New Media and Society, 12(3), 347–364.

Hartley, J., Burgess, J., & Bruns, A. (2013). A Companion to New Media Dynamics. New York: Wiley.

Glucksman, M. 2017. The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. In Elon Journal of Undergraduate Research in Communications. 8. No. 2. 77-87.

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., Welte, D. 2020. Navigating the New Era of Influencer Marketing: How to Be Successful on Instagram, TikTok, & Co. In California Management Review, 63 (1), 5–25.

Hanna, R., Rohm, A., & Crittenden, V. L. 2011. We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273.

Horst, S.O.& Brouwers, T. 2022. Three key practices of image building in entrepreneurial identity work of freelance journalists. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Hutchinson, J., Dwyer, T. 2022. Instagram and YouTube users share news. Algorithms, monetization and visibility on social media. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Johnson, P. C., Sandström, C. 2022. Making use of digital methods to study influencer marketing. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Kanuri, V. K., Chen, Y., Sridhar, S.H. 2018. Scheduling Content on Social Media: Theory, Evidence, and Application. Journal of Marketing, 82 (6), 89–108.

Kaplan, A., & Haenlein, M. 2010. Users of the world unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.

Khamis, S., L. Ang, and Welling, R. 2016. Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208.

Koivisto, E., & Mattila, P. 2018. Extending the luxury experience to social media–user- generated content co-creation in a branded event. Journal of Business Research, 117, 570–578.

Kopf, S. 2020. “Rewarding Good Creators”: Corporate social media discourse on monetization schemes for content creators. Social Media + Society. https://doi.org/10.1177/2056305120969877

Kristinsson, S. 2007. Authenticity, identity, and fidelity to self. Hommage à Wlodek. Philosophical Papers Dedicated to Wlodek Rabinowicz, 1–32.

Laurell, C., and Sandström, C. 2018. Comparing coverage of disruptive change in social and traditional media: Evidence from the sharing economy. Technological Forecasting and Social Change, 129, 339–344.

Lister, M., Dovey, J., Giddings, S., Grant, I., and Kelly, K. 2009. New Media: A Critical Introduction. 10.4324/9780203884829.

Liu, C., Zhang, Y. & Zhang, J. 2020. The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and Brand Management, 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106

Lou, C. & Kim, H. K. 2019. Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 1–17. https://doi.org/10.3389/fpsyg.2019.02567

Lou, C., Chee, T., Zhou, X. 2022. Reviewing the Commercial and Social Impact of Social Media Influencers. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (1st ed.). Álvarez-Monzoncillo, J.M (red.). Routledge. https://doi.org/10.4324/9781003134176

Marôpo, L., Jorge, A. & Tomaz, R. 2020. “I felt like I was really talking to you!”: Intimacy and trust among teen vloggers and followers in Portugal and Brazil. Journal of Children and Media, 14(1), 22–37. https://doi.org/10.1080/17482798.2019.1699589

Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M. & Lopez-Lopez, D. 2020. Behind influencer marketing: Key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7–8), 579–607. https://doi.org/10.1080/0267257X.2020.1738525

Martínez, C. & Olsson, T. 2019. Making sense of youtubers: How Swedish children construct and negotiate the youtuber Misslisibell as a girl celebrity. Journal of Children and Media, 13(1), 36–52. https://doi.org/10.1080/17482798.2018.1517656

Maschio, T. 2022. Digital cultures, lived stories and virtual reality. London: Routledge.

McQuarrie, E.F., Miller, J., Phillips, B.J. 2013. The Megaphone effect: Taste and audience in fashion blogging. In Journal of Consumer Research. 40. No. 1. 136–158.

Meire, M., Hewett, K., Ballings, M., Kumar, V., Van den Poel, D. 2019. The Role of Marketer-Generated Content in Customer Engagement Marketing. Journal of Marketing, 83 (6), 21–42.

Nieborg, D. B., & Poell, T. 2018. The platformization of cultural production: Theorizing Nielsen, S. L., Norlyk, B., & Christensen, P. R. 2018. ‘Salesman? Hell no!’ Identity struggles of nascent design entrepreneurs. Creativity and Innovation Management, 27(3), 358–369. https://doi.org/10.1111/caim.12275

Ohanian, R. 1991. The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.

Pick, M. (2020). Psychological ownership in social media influencer marketing. European Business Review, 33(1), 1–21. https://doi.org/10.1108/EBR-08-2019-0165

Quesenberry, K. A. 2019. Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution (English Edition) (2nd ed.). Lanham: Rowman and Littlefield Publishers.

Rogers, E. M. 2010. Diffusion of innovations. Simon and Schuster.

Rogers, R. 2015. Digital methods for web research. In Robert A Scott and Stephen M. Kosslyn (Eds), Emerging trends in the social and behavioural sciences: An interdisciplinary, searchable, and linkable resource, 1–22. Hoboken: Wiley Online.

Ruiz-Gomez, A. 2019. Digital fame and fortune in the age of social media: A classification of social media influencers. In International Journal of Communication Research. 19, No. 19. 8-29, 2019.

Sokolova, K. & Kefi, H. 2020. Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1–9. https://doi.org/10.1016/j.jretconser.2019.01.011

Stock, W.G. 2020. N-ary Information Markets: Money, Attention, and Personal Data as Means of Payment. In Journal of Information Science Theory and Practice 8(3): 06-14, 2020

Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300–307.

Sveningsson, S., & Alvesson, M. 2003. Managing managerial identities: Organizational fragmentation, discourse and identity struggle. Human Relations, 56(10), 1163–1193. https://doi.org/10.1177/00187267035610001

Taillon, B. J., Mueller, S. M., Kowalczyk, C. M. & Jones, D. N. 2020. Understanding the relationships between social media influencers and their followers: The moderating role of closeness. Journal of Product and Brand Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292

Taiminen, K., Heikki, K. 2017. Examining the Performance of Brand-Extended Thematic-Content: The Divergent Impact of Avid- and Skim-Reader Groups. Computers in Human Behavior, 72 (July), 449–58.

Tellis, G. J., MacInnis, D.J., Tirunillai, S., Zhang, Y. 2019. What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing, 83 (4), 1–20.

Tolson, A. 2010. A new authenticity? Communicative practices on YouTube. Critical Discourse Studies. 7. 277-289. Doi:10.1080/17405904.2010.511834.

Tran, G. A. and D. Strutton 2014. Has reality television come of age as a promotional platform? Modeling the endorsement effectiveness of celebreality and reality stars. Psychology & Marketing, 31(4), 294–305.

Trivedi, J. & Sama, R. 2020. The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19, 103–124.

Van Dijck, J., Poell, T. 2013. Understanding social media logic. In Media and Communication. 1, No. 1. 2-14, 2013.

Van Driel, L., & Dumitrica, D. 2021. Selling brands while staying “Authentic”: The professionalization of Instagram influencers. Convergence: The International Journal of Research into New Media Technologies, 27(1):66–84.

Van Eldik, A. K., Kneer, J., Lutkenhaus, R. O. & Jansz, J. 2019. Urban influencers: An analysis of urban identity in YouTube content of local social media influencers in a super-diverse city. Frontiers in Psychology, 10, 1–17. https://doi.org/10.3389/fpsyg.2019.02876

Velasco, J. C. 2021. You are cancelled: Virtual collective consciousness and the emergence of cancel culture as ideological purging. Rupkatha Journal on Interdisciplinary Studies in Humanities, 12(5), 1–7. https:/doi.org/10.21659/rupkatha.v12n5.rioc1s21n2

Voorveld, H.A.M.; Van Noort, G.; Muntinga D.G. & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type, Journal of Advertising, 47(1), 38–54, DOI:10.1080/00913367.2017.1405754

Wahid, Risqo & Karjaluoto, Heikki & Taiminen, Kimmo & Asiati, Diah. 2022. Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing. 1-18. https://doi.org/10.1177/1069031X221129554.

Watson, T. J. 2008. Managing identity: Identity work, personal predicaments and structural circumstances. Organization, 15(1), 121–143. https://doi.org/10.1177/1350508407084488

Wilt, J. A., Thomas, S., & McAdams, D. P. 2019. Authenticity and inauthenticity in narrative identity. Heliyon, 5(7), 1–13.

Winkler, I. 2018. Identity work and emotions: A review. International Journal of Management Reviews, 20(1), 120–133. https://doi.org/10.1111/ijmr.12119

Wu, T. 2016. The attention merchants. New York. Alfred A. Knopf.