Article2018

How citizen influencers persuade their followers

Anne Martensen · Sofia Brockenhuus-Schack · Anastasia Lauritsen Zahid

189 citations0/0 files storedJournal of Fashion Marketing and Management

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Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purpose The purpose of this paper is to investigate how today’s new type of opinion leaders, “Citizen Influencers” (CIs), persuade their followers by exploring which characteristics contribute to their persuasiveness. Design/methodology/approach Combining theories within opinion leadership, celebrity endorsement, product placement and user-generated content (UGC) five source characteristics – namely, expertise, trustworthiness, likeability, similarity and familiarity – are investigated using fashion as an example. A longitudinal netnographic study of ten CIs and their UGC and six focus groups with followers of specific CIs on Instagram are conducted. Findings All five characteristics contribute to the persuasiveness of CIs with trustworthiness as the main contributor. CIs persuasiveness lies in their unique ability to encompass two opposing qualities simultaneously: being attainable and relatable like ordinary consumers; being taste leaders with superior, celebrity-like status. Research limitations/implications Only qualitative studies within the fashion category have been conducted, wherefore the relative weight between the two qualities cannot be quantified. Practical implications When choosing a CI, managers may consider: the amount of followers per CI as an indicator of influence; similarity between follower and CI as it provides the basis for trust; and the CIs personal universe on their Instagram profile as it leverage the meanings associated with the brand. Originality/value The key driver of CIs persuasiveness is their trustworthiness which mediates and amplifies the effect of the other four characteristics. CIs’ persuasive power rests upon the balancing act of being relatable and aspirational.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2002Consumer Trust, Value, and Loyalty in Relational Exchanges 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 1951The Influence of Source Credibility on Communication Effectiveness 2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

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