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Title: Do influencers actually influence? : Uncovering the significance of beauty influencers on the social identities and self concept of their followers
Authors: Lew, Crystal Chong Hui
Ng, Ruihe
Goh, Pei Fen
Keywords: Social sciences::Sociology::Social influence
Issue Date: 2019
Abstract: Social Media Influencers (SMI) and Influencer Marketing (IM) are all the rage nowadays, with many organisations trying to leverage its growth for advertising. The study is primarily interested in questioning whether influencers really “influence”, in other words, if followers really perceive a change in their attitudes, behaviour or identities through following SMIs. Focusing on the beauty industry, we interviewed female followers of such influencers involved in this market segment. Using concepts and theories from both the social sciences and communication field such as Social Identity Theory (SIT) and Limited Effects Theory (LET), the paper also shows how interdisciplinary bridges can be formed to understand recent social phenomena more holistically. We generally found that our respondents did not perceive any substantial change in attitude or identity, supporting the central view of LET. Given the rapid growth of IM, we expect many more opportunities for future studies.
Schools: School of Social Sciences 
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:SSS Student Reports (FYP/IA/PA/PI)

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