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Special Session: Super Sonic Logos: The Power of Audio Branding: An Abstract Read chapter Read first chapter

2022 | OriginalPaper | Chapter

Psychosocial Elements that Connect the Digital Influencers to their Followers

Authors : Igor de Jesus Lobato Pompeu Gammarano, Emilio José Montero Arruda Filho

Published in: Celebrating the Past and Future of Marketing and Discovery with Social Impact

Publisher: Springer International Publishing

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Abstract

This theoretical article aims to analyze the psychosocial elements as meanings, attitudes, subjective behaviors and intentions that emotionally connect the digital influencers to their followers. Four psychosocial elements have been identified in the literature that allow this connection to be established, characterized as: Expertise, Number of Followers, Life stream and Storytelling. The combinations of these elements also generated factors that influence the motivation of the followers for keeping up with the routines of activities communicated in the virtual environment by their digital influencers. The factors identified from these combinations were: social status, popularity, strategic reconstruction of the digital self and the reputation of digital influencers. The managerial implications of this study are related to the identification of the characteristics of the digital influencers that contribute to increase their capacity of persuasion and thus lead the virtual users to become their followers and future consumers.

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Metadata
Title
Psychosocial Elements that Connect the Digital Influencers to their Followers
Authors
Igor de Jesus Lobato Pompeu Gammarano
Emilio José Montero Arruda Filho
Copyright Year
2022
Book
Celebrating the Past and Future of Marketing and Discovery with Social Impact

Print ISBN: 978-3-030-95345-4

Electronic ISBN: 978-3-030-95346-1

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-95346-1_52