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ABSTRACT:
This study explores the roles that similarity and credibility play in the influencer-follower relationship as experienced by followers. The data was collected using face-to-face semi-structured interviews that were conducted with 37 young adults, analysed using thematic analysis. The findings show that there were shifts in how followers translated similarity and credibility, transforming the motives behind following influencers. Followers also do not view themselves as having similar values or personality traits to influencers. The level of trust and perceived credibility were lower versus that of existing literature. The study also shows that similarity plays a part in the decision to unfollow. The findings reflect changes in follower behaviour and ultimately the way they consume content from influencers.
KEY WORDS:
credibility, influencer-follower relationship, similarity, social media follower, social media influencer, source credibility theory
1Introduction
Social media have changed the way brands interact and reach out to consumers. Gone are the days when consumers only received information and marketing messages from brands. Proactive user participation has been identified as one of the crucial attributes of social media. This is where users participate in product reviews and extensive product co-creation.1 Hennig-Thurau et al. outlined that another fundamental aspect of social media is the extensive network and network effect, where users are able to communicate, create and share content with others.2 This also fosters similar interest group interaction and a high degree of engagement through communication and connection. Kotier, Kartajaya, and Setiawan identified social media as a vital resource in marketing communications.3
Brands have recognised the shifts in information options that the average consumer has before making a purchase decision. They utilise social media in a plethora ofways to create awareness, reach out, communicate, and engage with their target audience ranging from electronic word-of-mouth (eWOM)4 to marketing communications5 with eWOM being defined as product information that is communicated by consumers via the Internet.6 While various studies prove the effectiveness of eWOM using social media by consumers and users of brands through various methods, for instance, product reviews, there is an increase of brands collaborating with consumers and individuals, referred to as influencers, who have a large online network of friends to generate content such as product endorsements and reviews.
Although a wealth of literature has proven that similarity7...