Lifestyle influencers on social media: which content and profiles attract and retain followers?
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/22837 |
Resumo: | Purpose: The study examined how lifestyle influencers’ profiles and video content impact the likelihood of potential and current followers following the influencer on social media. Method: We carried out one within and between-subjects experiment with manipulated variables of influencers’ profiles and video content, measuring the probability of following or continuing to follow the social media influencer. Main results: The results show that posts with informational content, such as tutorials, tips, and teachings, are better than those with playful content for potential consumers to start following influencers. Those with an expert profile do better when the content is informational, and those with an attractive profile do better when the content is playful. The well-known influencer is immediately better at retaining a following, and the expert catches her up the next instant. Theoretical/methodological/practical contribution: Lifestyle influencers want to attract and retain many followers on social media. It finds that their success is due to a combination of factors, including their expertise, fame, attraction, and the content they post. The study guides established and aspiring influencers looking to succeed in the competitive world of celebrity web marketing. Relevance/Originality: The findings shed light on the key elements that make influencers' content appealing to followers, optimizing social media strategies to grow their following and expand their reach. This research offers insights for professional influencers looking to promote their human brands in the media. |
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Lifestyle influencers on social media: which content and profiles attract and retain followers?Influenciadoras de estilo de vida na mídia social: quais conteúdos e perfis atraem e retêm seguidores?Comportamento do consumidor; Influenciador digital; Seguidor; Mídia social; Experimento; Web celebridadeOnline Consumer Behavior; Social media influencer; Follower; Social media; Experiment; Web celebrityPurpose: The study examined how lifestyle influencers’ profiles and video content impact the likelihood of potential and current followers following the influencer on social media. Method: We carried out one within and between-subjects experiment with manipulated variables of influencers’ profiles and video content, measuring the probability of following or continuing to follow the social media influencer. Main results: The results show that posts with informational content, such as tutorials, tips, and teachings, are better than those with playful content for potential consumers to start following influencers. Those with an expert profile do better when the content is informational, and those with an attractive profile do better when the content is playful. The well-known influencer is immediately better at retaining a following, and the expert catches her up the next instant. Theoretical/methodological/practical contribution: Lifestyle influencers want to attract and retain many followers on social media. It finds that their success is due to a combination of factors, including their expertise, fame, attraction, and the content they post. The study guides established and aspiring influencers looking to succeed in the competitive world of celebrity web marketing. Relevance/Originality: The findings shed light on the key elements that make influencers' content appealing to followers, optimizing social media strategies to grow their following and expand their reach. This research offers insights for professional influencers looking to promote their human brands in the media.Objetivo: O estudo examinou como os perfis de influenciadoras de estilo de vida e o conteúdo de vídeo impactam a probabilidade de seguidores atuais e potenciais as seguirem nas mídias sociais. Método: Realizamos um experimento dentre e entre-sujeitos com variáveis manipuladas de perfis de influenciadoras e conteúdo de vídeo, medindo a probabilidade de seguir ou continuar seguindo a influenciadora de mídia social. Principais resultados: Os resultados mostram que postagens com conteúdo informativo, como tutoriais, dicas e ensinamentos, são melhores do que aquelas com conteúdo lúdico para que potenciais consumidores passem a seguir influenciadoras. Quem tem perfil de especialista se sai melhor quando o conteúdo é informativo, e quem tem perfil atrativo se sai melhor quando o conteúdo é lúdico. A de perfil conhecida é imediatamente melhor em reter seguidores, e a especialista a alcança no instante seguinte. Contribuição teórica/metodológica/prática: As influenciadoras de estilo de vida desejam atrair e reter muitos seguidores nas mídias sociais. O seu sucesso se deve a uma combinação de fatores, incluindo a sua expertise, fama e atratividade, bem como o conteúdo que publicam. O estudo orienta influenciadoras estabelecidas e aspirantes que buscam ter sucesso em marketing no mundo competitivo de web celebridades. Relevância/Originalidade: As descobertas esclarecem os principais elementos que tornam o conteúdo da influenciadora atraente para os seguidores, otimizando as estratégias de mídia social para aumentar o número de seguidores e expandir seu alcance. Esta pesquisa oferece insights para influenciadoras profissionais que buscam promover suas próprias marcas humanas na mídia.Universidade Nove de Julho - Uninove2023-12-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2283710.5585/remark.v22i5.22837ReMark - Revista Brasileira de Marketing; v. 22 n. 5 (2023): (out.dez.); 2133-21832177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/22837/10665Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessBaran, Marcella TuronPorto, Rafael Barreiros2024-05-07T18:23:03Zoai:ojs.periodicos.uninove.br:article/22837Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2024-05-07T18:23:03REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Lifestyle influencers on social media: which content and profiles attract and retain followers? Influenciadoras de estilo de vida na mídia social: quais conteúdos e perfis atraem e retêm seguidores? |
title |
Lifestyle influencers on social media: which content and profiles attract and retain followers? |
spellingShingle |
Lifestyle influencers on social media: which content and profiles attract and retain followers? Baran, Marcella Turon Comportamento do consumidor; Influenciador digital; Seguidor; Mídia social; Experimento; Web celebridade Online Consumer Behavior; Social media influencer; Follower; Social media; Experiment; Web celebrity |
title_short |
Lifestyle influencers on social media: which content and profiles attract and retain followers? |
title_full |
Lifestyle influencers on social media: which content and profiles attract and retain followers? |
title_fullStr |
Lifestyle influencers on social media: which content and profiles attract and retain followers? |
title_full_unstemmed |
Lifestyle influencers on social media: which content and profiles attract and retain followers? |
title_sort |
Lifestyle influencers on social media: which content and profiles attract and retain followers? |
author |
Baran, Marcella Turon |
author_facet |
Baran, Marcella Turon Porto, Rafael Barreiros |
author_role |
author |
author2 |
Porto, Rafael Barreiros |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Baran, Marcella Turon Porto, Rafael Barreiros |
dc.subject.por.fl_str_mv |
Comportamento do consumidor; Influenciador digital; Seguidor; Mídia social; Experimento; Web celebridade Online Consumer Behavior; Social media influencer; Follower; Social media; Experiment; Web celebrity |
topic |
Comportamento do consumidor; Influenciador digital; Seguidor; Mídia social; Experimento; Web celebridade Online Consumer Behavior; Social media influencer; Follower; Social media; Experiment; Web celebrity |
description |
Purpose: The study examined how lifestyle influencers’ profiles and video content impact the likelihood of potential and current followers following the influencer on social media. Method: We carried out one within and between-subjects experiment with manipulated variables of influencers’ profiles and video content, measuring the probability of following or continuing to follow the social media influencer. Main results: The results show that posts with informational content, such as tutorials, tips, and teachings, are better than those with playful content for potential consumers to start following influencers. Those with an expert profile do better when the content is informational, and those with an attractive profile do better when the content is playful. The well-known influencer is immediately better at retaining a following, and the expert catches her up the next instant. Theoretical/methodological/practical contribution: Lifestyle influencers want to attract and retain many followers on social media. It finds that their success is due to a combination of factors, including their expertise, fame, attraction, and the content they post. The study guides established and aspiring influencers looking to succeed in the competitive world of celebrity web marketing. Relevance/Originality: The findings shed light on the key elements that make influencers' content appealing to followers, optimizing social media strategies to grow their following and expand their reach. This research offers insights for professional influencers looking to promote their human brands in the media. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Avaliado por Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/22837 10.5585/remark.v22i5.22837 |
url |
https://periodicos.uninove.br/remark/article/view/22837 |
identifier_str_mv |
10.5585/remark.v22i5.22837 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/22837/10665 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 5 (2023): (out.dez.); 2133-2183 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138639718907904 |