Social Media Influencers & Communications Theories
Social Media Influencers & Communications TheoriesAmelia
Beamer, Rachel George, Sarah Heikkinen, Brianna Williams
AbstractMany older communications theories and frameworks can be
applied to modern advancements in how organizations, brands, and
influential people communicate with one another. In this
presentation, two theories (the Attraction, Selection, and
Attrition Framework and the Psycholinguistics Theory) will be
examined and subsequently applied to the recent phenomenon that is
Social Media Influencers. This presentation aims to prove that
theories that were explored before the advent of social media in
the early 2000s can still be applied to these advancements in
social media and communications.
What is a social media influencer?Influencers are social media
users who have established credibility in a specific industry. They
have access to a large audience and can influence them with their
authenticity and reach
Definition: What is a social media influencer? (n.d.). Retrieved
February 08, 2017, from
https://www.pixlee.com/definitions/definition-social-media-influencer
How do Influencers...influence?They cultivate a sense of trust
with their audience.They cater to specific groups of people,
depending on what their own personal interests are. They are
passionate about what they do, whether its fitness, fashion, or
food.
The Role Of Influencers And Brand Advocates In Social Media
Marketing. (n.d.). Retrieved February 08, 2017, from
http://ragingcreations.com/pages/the-role-of-influencers-and-brand-advocates-in-social-media-marketing.html
Examples of Influencers
Massy AriasFitness [email protected]/@mankofit
MankoFit massy.arias. (n.d.). Retrieved February 08, 2017, from
https://websta.me/n/massy.arias
Jessamyn StanleyYoga Instructor@mynameisjessamyn
Jessamyn mynameisjessamyn. (n.d.). Retrieved February 08, 2017,
from https://websta.me/n/mynameisjessamyn
James Charles
Beauty Influencer & Covergirl ambassador@jamescharles
James Charles jamescharles. (n.d.). Retrieved February 08, 2017,
from https://websta.me/n/jamescharles
Raye BoyceYouTuber & Beauty Influencer@itsmyrayeraye
Raye Boyce itsmyrayeraye. (n.d.). Retrieved February 08, 2017,
from https://websta.me/n/itsmyrayeraye
Applying Communications Theories to S.M.I.s
Attraction, Selection, and Attrition Framework
The BasicsWhen employees values and priorities match those of
their organization, they are happier and more likely to stay.
Personorganization fit: Testing socialization and
attractionselectionattrition hypotheses. (n.d.). Retrieved February
08, 2017, from
https://www.sciencedirect.com/science/article/pii/S0001879108001164
AttractionPeople are differentially attracted to careers as a
function of their own interests and personality.
Attraction-Selection-Attrition Framework. (n.d.). Retrieved
February 08, 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Levels%20of%20theories/meso/Attraction-Selection-Attrition_Framework(ASA)/
SelectionOrganizations select people who they think are
compatible for many different kinds of jobs.
Attraction-Selection-Attrition Framework. (n.d.). Retrieved
February 08, 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Levels%20of%20theories/meso/Attraction-Selection-Attrition_Framework(ASA)/
AttritionThe opposite side of attraction. When people do not fit
an environment they tend to leave it.
Attraction-Selection-Attrition Framework. (n.d.). Retrieved
February 08, 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Levels%20of%20theories/meso/Attraction-Selection-Attrition_Framework(ASA)/
Influencers & the ASA FrameworkFor the purposes of this
presentation, the SMI takes the place of the organization, and the
SMIs audience takes the place of the employees. Specific people are
attracted to specific SMIs because of shared interests. Specific
SMIs will also tailor their content to attract specific people
(i.e. using brands people generally like, using interest-specific
hashtags to draw in new followers)The Role Of Influencers And Brand
Advocates In Social Media Marketing. (n.d.). Retrieved February 08,
2017, from
http://ragingcreations.com/pages/the-role-of-influencers-and-brand-advocates-in-social-media-marketing.html
Influencers & the ASA FrameworkConversely, when a SMI no
longer shares interests or personality traits with specific people
(i.e. if their focus changes/evolves over time), those people will
stop following them.Also, if a SMI stops showing stronger levels of
commitment and authenticity, their audience is less likely to trust
their authority and will find other SMIs to follow. The Role Of
Influencers And Brand Advocates In Social Media Marketing. (n.d.).
Retrieved February 08, 2017, from
http://ragingcreations.com/pages/the-role-of-influencers-and-brand-advocates-in-social-media-marketing.html
EXAMPLES
Psycholinguistic Theory
The BasicsUse of language has persuasive powerPsycho-Linguistic
Theory. (n.d.). Retrieved February 08, 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Communication%20Processes/Psycho-Linguistic_theory/
Psycholinguistics BreakdownAccording to Science Daily,
Psycholinguistics is the study of the psychological and
neurobiological factors that enable humans to acquire, use, and
understand language. This theory focuses on the use of cognitive
processes that create meaningful sentences, able to be
understood--words, text, etc
Research Terms. (2017, February 02). Retrieved February 08,
2017, from
https://www.sciencedaily.com/terms/psycholinguistics.htm
Influencers & PsycholinguisticsBranded Content- Providing
the experienceIts trying to use organic content that elicits
peoples interest and makes them engage with the brand instead of
having to rent eyeballs. Dr. Rebecca Ortiz, Assistant Professor of
Advertising at the S.I. Newhouse School of Public Communications at
Syracuse University. According to a survey for Variety last year,
YouTube creators took eight of the top 10 spots in a survey of
influencers, outranking traditional celebrities like musicians and
movie stars.Something about branded content...how influencers use
their influence over their followers to get them to buy stuff
(which in turn gets them $$$$$$$$$ and also more credibility if the
product is actually good)
Onoue, D. (2016, November). Native Advertising in the Magazine
Industry and the Ethical Impact (Working paper).Ault, S. (2015,
July 23). Digital Star Popularity Grows Versus Mainstream
Celebrities. Retrieved February 09, 2017, from
http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
Instagram photo by Jessamyn Dec 13, 2016 at 3:38pm UTC. (n.d.).
Retrieved February 09, 2017, from
https://www.instagram.com/p/BN9m97njis4/?taken-by=mynameisjessamyn
Instagram photo by Raye Boyce Nov 28, 2016 at 12:39pm UTC.
(n.d.). Retrieved February 09, 2017, from
https://www.instagram.com/p/BNWqlhOjGL5/?taken-by=itsmyrayeraye
Instagram photo by James Charles Feb 7, 2017 at 11:33pm UTC.
(n.d.). Retrieved February 09, 2017, from
https://www.instagram.com/p/BQOp4a8gyl_/?taken-by=jamescharles
Instagram photo by MankoFit Jan 16, 2017 at 5:53pm UTC. (n.d.).
Retrieved February 08, 2017, from
https://www.instagram.com/p/BPVZfHiAw80/?taken-by=massy.arias
Applying Comm Theories to Influential Brands
How do brands use these theories?Use language that appeals to
their desired audienceConsumers dont like it when brands/businesses
try to pander to their interests, so theyll leave/unfollow those
brands (i.e. Attrition) Example: @BrandsSayingBaeThe Role Of
Influencers And Brand Advocates In Social Media Marketing. (n.d.).
Retrieved February 08, 2017, from
http://ragingcreations.com/pages/the-role-of-influencers-and-brand-advocates-in-social-media-marketing.html
How do brands use these theories?Psycholinguistics theory can be
applied here as well: the people who run the social media accounts
of different brands use very specific language to get people
interested in their product, just like SMIs do when they post
branded content. Example: the Wendys TwitterOcbazghi, E. (2017,
January 03). Wendy's is roasting people on Twitter, and it's
hilarious. Retrieved February 09, 2017, from
http://www.businessinsider.com/wendys-roasting-people-twitter-hilarious-mcdonalds-retail-2017-1
An Iconic RoastW. (2017, January 02). @NHride You don't have to
bring them into this just because you forgot refrigerators existed
for a second there. Retrieved February 09, 2017, from
https://twitter.com/Wendys/status/815973811115925504
ReferencesW. (2017, January 02). @NHride You don't have to bring
them into this just because you forgot refrigerators existed for a
second there. Retrieved February 09, 2017, from
https://twitter.com/Wendys/status/815973811115925504
Attraction-Selection-Attrition Framework. (n.d.). Retrieved
February 08, 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Levels%20of%20theories/meso/Attraction-Selection-Attrition_Framework(ASA)/
Definition: What is a social media influencer? (n.d.). Retrieved
February 08, 2017, from
https://www.pixlee.com/definitions/definition-social-media-influencer
Instagram photo by James Charles Feb 7, 2017 at 11:33pm UTC.
(n.d.). Retrieved February 09, 2017, from
https://www.instagram.com/p/BQOp4a8gyl_/?taken-by=jamescharles
Instagram photo by Jessamyn Dec 13, 2016 at 3:38pm UTC. (n.d.).
Retrieved February 09, 2017, from
https://www.instagram.com/p/BN9m97njis4/?taken-by=mynameisjessamyn
Instagram photo by MankoFit Jan 16, 2017 at 5:53pm UTC. (n.d.).
Retrieved February 08, 2017, from
https://www.instagram.com/p/BPVZfHiAw80/?taken-by=massy.arias
ReferencesInstagram photo by Raye Boyce Nov 28, 2016 at 12:39pm
UTC. (n.d.). Retrieved February 09, 2017, from
https://www.instagram.com/p/BNWqlhOjGL5/?taken-by=itsmyrayeraye
James Charles jamescharles. (n.d.). Retrieved February 08, 2017,
from https://websta.me/n/jamescharles Jessamyn mynameisjessamyn.
(n.d.). Retrieved February 08, 2017, from
https://websta.me/n/mynameisjessamyn
MankoFit massy.arias. (n.d.). Retrieved February 08, 2017, from
https://websta.me/n/massy.arias
Ocbazghi, E. (2017, January 03). Wendy's is roasting people on
Twitter, and it's hilarious. Retrieved February 09, 2017, from
http://www.businessinsider.com/wendys-roasting-people-twitter-hilarious-mcdonalds-retail-2017-1Onoue,
D. (2016, November). Native Advertising in the Magazine Industry
and the Ethical Impact (Working paper).Ault, S. (2015, July 23).
Digital Star Popularity Grows Versus Mainstream Celebrities.
Retrieved February 09, 2017, from
http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
Personorganization fit: Testing socialization and
attractionselectionattrition hypotheses. (n.d.). Retrieved February
08, 2017, from
https://www.sciencedirect.com/science/article/pii/S0001879108001164
ReferencesPsycho-Linguistic Theory. (n.d.). Retrieved February
08, 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Communication%20Processes/Psycho-Linguistic_theory/
Raye Boyce itsmyrayeraye. (n.d.). Retrieved February 08, 2017, from
https://websta.me/n/itsmyrayeraye
Research Terms. (2017, February 02). Retrieved February 08,
2017, from
https://www.sciencedaily.com/terms/psycholinguistics.htm
The Role Of Influencers And Brand Advocates In Social Media
Marketing. (n.d.). Retrieved February 08, 2017, from
http://ragingcreations.com/pages/the-role-of-influencers-and-brand-advocates-in-social-media-marketing.html
