Social Media Influencers: Exploratory Analysis on the Relationships Between Female Millennials and Influencers

2019 dissertation for MSc. Purpose – Firstly, the purpose of this study is to investigate the motivations of female millennials to interact with social media influencers (SMIs). Furthermore, it aims to explore how the commercial side of influencers impacts female millennials’ trust towards the influencer. Ultimately, the study aims to explore the relationships created between female millennials and social media influencers.
Design/Methodology/Approach – A exploratory design and an interpretivist approach was followed. In order to gain insight into participants’ attitudes and behaviours, a qualitative approach for data collection was followed. To successfully answer the research questions, 10 semi-structured interviews were conducted.
Findings – Findings suggest that female millennials create para-social relationships with social media influencers. Further, it was found that commercial activities conducted by the influencer do not negatively affect trust. Motivations found for female millennials to engage with SMIs were: gaining information and inspiration, entertainment and emotional
enhancement, fantasising, social comparison, construction of self-image and a sense of community and belonging.
Research Implications – The research found that female millennials create para-social relationships with social media influencers and further identified key motivations behind the relationship, offering an explanation for the nature of the relationships.
Practical Implications – The results have practical results for organisations and marketing professional to incorporate social media influencers into their practices. Further, the results have practical implications for social media influencers to frame and implement strategies to grow their brand.
Originality/Value – The study addresses a gap in literature. While literature previously addressed relationships created between consumers and social media influencers, this study is context-specific as it focuses on female millennials.