Social Media Influencers and Influencing

Permanent URI for this collectionhttps://hdl.handle.net/10125/112455

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Crafting the Athlete-Influencer Image: A Multimodal Analysis of Student-Athletes’ Social Media Profiles
(2026-01-06) Li, Weizhe; Qian, Yizhou; Xu, Chenglong
This study examines how the National Collegiate Athletic Association (NCAA) student-athletes, as an emerging group of social media influencers (SMIs), curate their Instagram biographies. We identified multimodal textual and visual elements, with particular attention to variations based on follower size (Macro vs. Micro). Our study found significant differences in profile image quality, textual biography length, and thematic content. Specifically, micro-influencers combined professionally oriented (Frontstage) textual elements with relatable personal-life (Backstage) imagery, whereas macro-influencers utilized more abstract (Offstage) visuals accompanied by detailed biographies. Additionally, subtle gender differences emerged; female macro-influencers chose images with greater color diversity, while male micro-influencers selected brighter profile images. Nonetheless, overall thematic profiles remained consistent across genders. These findings extend self-presentation theory and the Model of Athlete Brand Image (MABI), offering novel insights for student athletes’ personal branding strategies within the influencer marketing context.
Pack and Measure: An Effective Approach for Influence Propagation in Social Networks
(2026-01-06) Abu-Khzam, Faisal; Bou Matar, Ghinwa; Thoumi, Sergio
Influence Maximization has been widely used to enhance the effectiveness of online marketing campaigns. In this paper, we consider the Influence Maximization problem under the Independent Cascade model (IC). The problem asks for a minimum set of nodes in a network to serve as seed set from which a maximum influence propagation is expected. New seed-set selection methods are introduced based on the notions of a d-packing and node centrality. In particular, we focus on selecting seed-nodes that are far apart and whose estimated influence values are the highest in their local communities. Our best results are achieved via an initial computation of a d-Packing followed by selecting either nodes of high degree or high centrality in their respective closed neighborhoods. This overall “Pack and Measure” approach proves highly effective as a seed selection method. Our results have direct practical implications on conducting an online marketing campaign.
"Our special price is only once, and then there will be no more" The Language Magic in Live Streams: How Vocal and Semantic Features of Influencers Dynamically Trigger Purchases
(2026-01-06) Duan, Jinyan; Fan, Chenyang; Yan, Hongyu; Wu, Chong
Live streaming enables real-time interactive shopping, which makes the streamer's performance crucial for sales. However, the impact of streamers' verbal interactions on consumer decisions hasn't been fully studied. Using the Elaboration Likelihood Model (ELM) and Fear of Missing Out (FOMO) integrated framework, this research explores how streamers' vocal and semantic features affect sales, and how these effects differ among streamer types. We collected data from 552 live streams by 96 popular streamers on the Douyin e-commerce platform from March to May 2025, conducting real-time analysis with multimodal minute-level data. Results show that streamers' vocal and semantic features positively impact sales. Specifically, speech rate and scarcity-creating statements from mid-sized and small streamers have a bigger sales effect, while celebrity streamers rely more on brand effects than verbal skills. This study offers an in-depth view of the differential impact of streamers' verbal features on consumer decisions in live-streaming shopping and gives strategy guidance for industry practitioners.
Blessing or Curse? How Peer Customer Endorsement Shapes Product Ratings on Social Commerce Platforms
(2026-01-06) Jinming, Dang; Gong, Xiang; Cheung, Christy; Lee, Matthew Kwok On
Influential celebrity endorsement (ICE) and peer customer endorsement (PCE) are two widely adopted promotional strategies in social commerce. Prior literature has primarily examined the effect of ICE, largely overlooking the effect of PCE. Drawing on social influence theory, we investigate how PCE affects subsequent product ratings. On the one hand, PCE could increase product ratings by providing an alternative information source to reduce the product uncertainty (i.e., informational social influence). On the other hand, PCE may decrease product ratings by shaping high pre-purchase expectation and negative post-purchase expectation disconfirmation (i.e., normative social influence). Using a difference-in-difference approach, we find that PCE significantly decreases 9.5% of product ratings. The negative effect is more pronounced for products with higher customer engagement and insurance service. Our study contributes to research by examining how and why PCE affects product ratings. We also inform sellers to strategically manage the potential negative effects of PCE.
Link in Bio, But Where? Strategic Platform Adoption by Influencers in the Creator Economy
(2026-01-06) Ivanov, Anton; Kaushik, Mukul
Social media influencers have set the stage for the emergence of the creator economy, turning content creation into a viable source of income for both themselves and collaborating brands. However, limited attention has been given to how influencers can strategically grow their engagement. Our study addresses this gap by examining how adopting new platforms helps influencers grow different forms of engagement depending on their type. The analysis builds on the Bass diffusion model and its multi-market and multi-product extensions. Using a unique proprietary dataset with longitudinal engagement data from Instagram and TikTok, we show that new platform adoption leads to significant increases in engagement, with expert influencers benefiting primarily from interactive engagement and entertainer influencers from appreciative engagement. The effect, however, is not uniform and could vary by influencer type, adoption order, and mixing behavior, underscoring the importance of tailored multi-platform growth strategies to optimize engagement outcomes.
Unpacking Perfectionism in the Social Media Context: Dimensional Structure and Nomological Placement
(2026-01-06) Gladkaya, Margarita; Bryant, Mattie; Thatcher, Jason Bennett; Krasnova, Hanna
Social media (SM) platforms have become an integral part of many individuals' daily lives, yet concerns persist regarding their influence on self-perception and behavior. Research suggests that social comparisons and peer expectations can foster excessively high standards that individuals impose on themselves and others. To address this, we introduce an SM–specific conceptualization of perfectionism, characterized by users’ intense pursuit of flawlessness in their online presence and the evaluative judgments of others. This paper highlights the multidimensional nature of SM perfectionism and presents findings from the validation of a measurement instrument, the Social Media Multidimensional Perfectionism Scale (SM-MPS). We examine the relationships between SM perfectionism and theoretically relevant constructs to establish its position within a broader nomological network. In doing so, we evaluate the predictive validity of SM perfectionism and further distinguish its dimensions, laying the groundwork for future research on the antecedents and consequences of SM perfectionism.
Introduction to the Minitrack on Social Media Influencers and Influencing
(2026-01-06) Farivar, Samira; Wang, Fang
Social Media Influencers: A Systematic Review and Consolidated Definition
(2026-01-06) Pirasteh, Farnaz; Marx, Julian; Turel, Ofir
Social media influencers (SMIs) have emerged as powerful actors shaping brand awareness and consumer behavior. However, their impact is expanding beyond purely economic functions into areas such as politics, public health, and disaster communication. Existing literature tends to define the concept of SMIs rather narrowly, focusing either on their relevance within specific academic disciplines (e.g., marketing) or on categories of reach (e.g., micro, meso, and macro influencers). Narrow or inconsistent definitions and conceptualizations of SMIs across disciplines hinder theoretical development and limit comparability between studies. Therefore, this paper aims to establish a consolidated definition of SMIs. Using a seven-stage review methodology, we systematically derive a definition that captures the essential characteristics of SMIs, reflects their transformative role in societal discourse, and remains applicable to emerging artificial incarnations of the phenomenon.

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