Principal Investigator: Samira Farivar, Information SystemsFunder: SSHRC Insight Development
Influencer marketing and follower’s subjective wellbeing (SWB) are emerging topics in social media research, which take either the influencer or the follower’s perspective to address the commercial and social values of social media influencing. This research introduces the angle of influencer types and inquires into the two intertwining questions on influencer marketing and follower’s SWB with an idea of the varying effect of influencer type. This research will generate novel and useful insights on social media influencing. It offers a systematic examination to integrate the various perspectives and focuses of previous studies and attempts to address contradictory findings by probing into influencer types and specific social media activities. The research results will lend valuable learning and guidelines to businesses, social media influencers, public users, and social media developers. It will also inform businesses and social media influencers on how to enhance their marketing efforts and collaborations.