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Abstract
The aim of this study was to understand how Florida State University undergraduate students perceive their relationships with social media influencers and whether that is changing their intention to pursue their degrees. Six focus group discussions were conducted with 15 undergraduate students using a semi-structured interview guide. A thematic analysis of the data identified 10 common themes to address their motivations and realities in becoming an influencer. Parasocial relationships were formed with social media influencers by participants identifying and bonding with them through personality traits. What drove the participants’ interest in becoming a social media influencer were the benefits such as money, freedom of time, and the lifestyle portrayed. Perceived social norms of social media influencers had no effect on the participants’ academic decisions. Participants had many uncertainties about pursuing becoming a social media influencer, such as mental health and job stability. Nearly all participants in the study agreed that they would balance pursing their degree program along with becoming a social media influencer. As suggested by the findings, the following is recommended: meet with university marketing and discuss ways in which students who wish to be social media influencers can be an asset to the university in student recruitment and other marketing purposes.
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