Engaging with Social Media Influencers on Youtube: A Cluster Analysis
Social media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not only consume but also contribute to the content they face on social media. Through their narratives and content, they may even become social media influencers who have the power to...
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| Format: | Article |
| Language: | English |
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Istanbul University Press
2022-04-01
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| Series: | Istanbul Business Research |
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| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/DB8506BDB2AF45B9BFA81C9EB93C17AB |
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| author | Zeynep İrem Erdoğmuş Melisa Karakaya Arslan |
| author_facet | Zeynep İrem Erdoğmuş Melisa Karakaya Arslan |
| author_sort | Zeynep İrem Erdoğmuş |
| collection | DOAJ |
| description | Social media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not only consume but also contribute to the content they face on social media. Through their narratives and content, they may even become social media influencers who have the power to shape the attitudes and behavior of fellow consumers. An important social medium, YouTube, allows people to engage with social media influencers by liking, commenting, sharing, etc. However, engagement practices are not similarly shared among every YouTube user, and people have different reaction styles. Thus, measuring success in creating engaging content becomes a controversial issue for brand endorsement. This research aims to uncover consumer typologies in terms of engagement behavior with social media influencers on YouTube. The influential motives of engagement for each typology are also analyzed in order to describe the groups. For this purpose, 341 participants from Amazon’s Mechanical Turk (MTurk) platform participated in an online survey, and a two-step cluster analysis was conducted with eleven common social media engagement practices with influencers. The results implied a three-cluster solution, and the clusters were profiled according to several social media engagement motivations. The groups were named as ‘positively active followers,’ ‘passive followers,’ and ‘analytical followers.’ Implications for brand endorsement and content marketing strategies are discussed. |
| format | Article |
| id | doaj-art-57e3d299888d44efa67eac0418a53b34 |
| institution | OA Journals |
| issn | 2630-5488 |
| language | English |
| publishDate | 2022-04-01 |
| publisher | Istanbul University Press |
| record_format | Article |
| series | Istanbul Business Research |
| spelling | doaj-art-57e3d299888d44efa67eac0418a53b342025-08-20T02:10:42ZengIstanbul University PressIstanbul Business Research2630-54882022-04-0151135937310.26650/ibr.2022.51.842750123456Engaging with Social Media Influencers on Youtube: A Cluster AnalysisZeynep İrem Erdoğmuş0https://orcid.org/0000-0003-1648-3943Melisa Karakaya Arslan1https://orcid.org/0000-0002-6889-2741Marmara Üniversitesi, İstanbul, TürkiyeMarmara Üniversitesi, İstanbul, TürkiyeSocial media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not only consume but also contribute to the content they face on social media. Through their narratives and content, they may even become social media influencers who have the power to shape the attitudes and behavior of fellow consumers. An important social medium, YouTube, allows people to engage with social media influencers by liking, commenting, sharing, etc. However, engagement practices are not similarly shared among every YouTube user, and people have different reaction styles. Thus, measuring success in creating engaging content becomes a controversial issue for brand endorsement. This research aims to uncover consumer typologies in terms of engagement behavior with social media influencers on YouTube. The influential motives of engagement for each typology are also analyzed in order to describe the groups. For this purpose, 341 participants from Amazon’s Mechanical Turk (MTurk) platform participated in an online survey, and a two-step cluster analysis was conducted with eleven common social media engagement practices with influencers. The results implied a three-cluster solution, and the clusters were profiled according to several social media engagement motivations. The groups were named as ‘positively active followers,’ ‘passive followers,’ and ‘analytical followers.’ Implications for brand endorsement and content marketing strategies are discussed.https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/DB8506BDB2AF45B9BFA81C9EB93C17ABsocial mediasocial media influencersinfluencer marketingconsumer engagementsocial media engagementuses and gratifications theory |
| spellingShingle | Zeynep İrem Erdoğmuş Melisa Karakaya Arslan Engaging with Social Media Influencers on Youtube: A Cluster Analysis Istanbul Business Research social media social media influencers influencer marketing consumer engagement social media engagement uses and gratifications theory |
| title | Engaging with Social Media Influencers on Youtube: A Cluster Analysis |
| title_full | Engaging with Social Media Influencers on Youtube: A Cluster Analysis |
| title_fullStr | Engaging with Social Media Influencers on Youtube: A Cluster Analysis |
| title_full_unstemmed | Engaging with Social Media Influencers on Youtube: A Cluster Analysis |
| title_short | Engaging with Social Media Influencers on Youtube: A Cluster Analysis |
| title_sort | engaging with social media influencers on youtube a cluster analysis |
| topic | social media social media influencers influencer marketing consumer engagement social media engagement uses and gratifications theory |
| url | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/DB8506BDB2AF45B9BFA81C9EB93C17AB |
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