Why Do You Like or Dislike an Influencer? Underlying Cognitive and Emotional Processes
Why Do You Like or Dislike an Influencer? Underlying Cognitive and Emotional Processes
Amy Ni (M.A. Student), Lanlan Zhang (Ph.D. Student) and Glenna Read. “Why Do You Like or Dislike an Influencer? Underlying Cognitive and Emotional Processes,” paper accepted for presentation at the International Communication Association. Denver, CO.
Abstract: Social Media Influencers (SMIs) have gained popularity over the past two decades. However, many SMIs lose followers every year. It is important to study the underlying mechanisms of why social media users like or dislike SMIs and associated behavioral consequences. Therefore, this present study investigates the cognitive and emotional processes of liking/disliking influencers and various social media engagement behaviors through the framework of Social Comparison Theory, Stereotype Content Model, as well as the BIAS map. Participants will complete an online survey regarding their SMI related interactions and engagements. The findings of the study will provide SMIs and marketing agencies with insights to consumer engagements and behaviors.
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