Lecture Notes in Education Psychology and Public Media

- The Open Access Proceedings Series for Conferences


Lecture Notes in Education Psychology and Public Media

Vol. 21, 20 November 2023


Open Access | Article

A Review of the Mechanism of the Influencer

Guanchen Liu * 1
1 Ludong University

* Author to whom correspondence should be addressed.

Advances in Humanities Research, Vol. 21, 109-114
Published 20 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Guanchen Liu. A Review of the Mechanism of the Influencer. LNEP (2023) Vol. 21: 109-114. DOI: 10.54254/2753-7048/21/20230093.

Abstract

Opportunities for marketing innovation have emerged in the new media era as a result of the fast diversification of social media platforms and the power of social media influencers. Influencer marketing, which includes user-generated content, multi-agent information distribution guided by social media influencers, and the expansion of influencers' advocacy and endorsement of goods and services, has its roots on social media platforms. The majority of recent studies on influencer marketing concentrate on specific influencers and followers. On the basis of the source credibility model, cognitive consistency theory, matching hypothesis, trust transfer theory, meaning transfer theory, etc., it investigates the influence processes of influencers on specific followers. The main topics of the current studies on the influencer marketing mechanism are the interactions between influencers and businesses or products, and the relationships between influencers and customers. By reviewing the latest developments in current research, this study sorts out and analyzes the mechanism of influencer marketing and interprets how influencers influence followers' behavior from the perspectives of sociology and psychology.

Keywords

social media, social influence theory, consumer socialization

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the International Conference on Global Politics and Socio-Humanities
ISBN (Print)
978-1-83558-121-6
ISBN (Online)
978-1-83558-122-3
Published Date
20 November 2023
Series
Lecture Notes in Education Psychology and Public Media
ISSN (Print)
2753-7048
ISSN (Online)
2753-7056
DOI
10.54254/2753-7048/21/20230093
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated