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Social Media Influencers as Human Brands

Latvala, Liina-Lotta LU and Mocol, Lauren LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships.

Methodology: Quantitative methods were applied in this research. A combination of Spearman’s rank correlation coefficient, and Pearson’s correlation coefficient were employed on the collected data.

Theoretical Perspective: This study establishes a nexus between the streams of brand personality, consumer-brand identification, and brand trust by drawing on the literature of Aaker (1997), Ashforth and Mael (1992), and Chaudhuri and Holbrook (2001). It also links this... (More)
Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships.

Methodology: Quantitative methods were applied in this research. A combination of Spearman’s rank correlation coefficient, and Pearson’s correlation coefficient were employed on the collected data.

Theoretical Perspective: This study establishes a nexus between the streams of brand personality, consumer-brand identification, and brand trust by drawing on the literature of Aaker (1997), Ashforth and Mael (1992), and Chaudhuri and Holbrook (2001). It also links this nexus to the topics of human branding and influencer marketing.
Empirical Data: A cross-sectional study deployed via a digital survey was used on a sample of US participants (n=100) where a five-point Likert scale was used to measure their level of agreeance with statements regarding social media influencers as human brands.

Conclusion: Influencer brand personality was proven to affect follower-influencer identification and influencer trust. More specifically, Sincerity and Competence were identified to be the most significant dimensions in strengthening both follower-influencer identification and influencer trust. This indicates that brand personality can be used as a tool to enhance relationships between followers and influencers in the social media influencer context. (Less)
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author
Latvala, Liina-Lotta LU and Mocol, Lauren LU
supervisor
organization
alternative title
Examining the Effect of Influencer Brand Personality on Follower-influencer Identification and Influencer Trust
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand personality, consumer-brand identification, brand trust, human brands, influencer marketing
language
English
id
8984956
date added to LUP
2019-08-13 14:16:31
date last changed
2019-08-13 14:16:31
@misc{8984956,
  abstract     = {Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships.

Methodology: Quantitative methods were applied in this research. A combination of Spearman’s rank correlation coefficient, and Pearson’s correlation coefficient were employed on the collected data.

Theoretical Perspective: This study establishes a nexus between the streams of brand personality, consumer-brand identification, and brand trust by drawing on the literature of Aaker (1997), Ashforth and Mael (1992), and Chaudhuri and Holbrook (2001). It also links this nexus to the topics of human branding and influencer marketing.
Empirical Data: A cross-sectional study deployed via a digital survey was used on a sample of US participants (n=100) where a five-point Likert scale was used to measure their level of agreeance with statements regarding social media influencers as human brands.

Conclusion: Influencer brand personality was proven to affect follower-influencer identification and influencer trust. More specifically, Sincerity and Competence were identified to be the most significant dimensions in strengthening both follower-influencer identification and influencer trust. This indicates that brand personality can be used as a tool to enhance relationships between followers and influencers in the social media influencer context.},
  author       = {Latvala, Liina-Lotta and Mocol, Lauren},
  keyword      = {Brand personality,consumer-brand identification,brand trust,human brands,influencer marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Social Media Influencers as Human Brands},
  year         = {2019},
}