Influencers Online Presence & How It Effects Consumers

For my Marketing Final Presentation last semester, my group presented on our findings of how consumers are affected by influencers' online presence.

Consumer Issue/ Phenomenon​:

Influencers started to appear when social media platforms like Facebook and Instagram gained popularity​

• Influencers are defined as someone who has "the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with his or her audience" (Geyser, 2024).​

• Budgets for influencer marketing has been increasing ​

• It's crucial for brands to understand the importance of influencer marketing ​

• Wider reach​

• Increased engagement

What's the role of an influencer? Characteristics?​

An influencer shares their knowledge about their expertise with their audience​

• Build a connection with their followers ​

• Interact with audience and persuade them to try the products they are promoting​

• Influencers usually:​

• Authentic ​

• Post frequently ​

• Engage their audience (through polls, questions, suggestions, advice)​

• Constantly update their followers on their opinions about products ​

How do influencers present themselves on social media?​

Portray lifestyles, ideas, and opinions in a certain way to grab attention of the audience to persuade them to use their partnered products. ​

• Portray themselves as fitting to promote the products to gain customer trust. ​

• For example, a fitness influencer promoting the sales of a protein powder would likely have a fit physical physique and their profile would consist of them going to the gym, working out, eating healthy, etc. ​

​How do consumers view influencers and what do they expect when they look at influencers?​

Prior to social media, consumers relied on companies for information about products ​

• With the rise of influencers, traditional advertisements become less effective​

• Consumers trust influencers more as they are humans too, giving influencers more persuading and promotional power​

• Shift in trust handed consumers the ability to block out advertisements ​

• Consumers view influencers as authentic and hence, choose to trust their opinions more despite influencers having an indirect vested interest​

Models and Theories ​

Consumer identity and the algorithm ​

• Charismatic Authority Theory- certain individuals may exercise authority simply through their charm and perceived identity​

• Influencers have power (specifically referent power) - emulate the referent’s behaviors​

• Role Theory- by enacting roles individuals create relationships with one another that are intertwined and built upon exchange. ​