2020 | OriginalPaper | Chapter
Conclusion, Reflection and Outlook
Author : Julia Sinnig
Published in: The Role of Origin of Fame in Influencer Branding
Publisher: Springer Fachmedien Wiesbaden
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Not long after the emergence of social media and their manifestation in individuals’ daily lives, a small portion of its users were able to generate a larger than average number of others following them and thereby establish themselves as opinion leaders online. For the subset of opinion leaders who exert their influence via social media and other online channels, the term “Social Media Influencer” (SMI) has been coined. In a more and more fragmented media landscape consumers increasingly turn to SMIs to learn about fashion trends and where to shop for them, about fitness routines and the equipment needed to perform them, about cooking and where to buy the ingredients, as well as about hairstyling, crafting, videogames, or parenting and other countless topics.