Social media conversion: lessons from faith-based social media influencers for public relations

ABSTRACT The growing importance of social media influencers (SMIs) as sources for attitude and behavior necessitate a focus on influencers (and their strategies to influence) in public relations research and practice. This study investigated perspectives among a specific type of SMI – the religious or faith-based influencer. In-depth interviews with 17 religious influencers reveal motives and meanings of individuals who take on the title of influencer. Findings suggest a dichotomy of altruism and egoism in religious influence, and the prevalence of parasocial interaction underlying the SMI influence efforts. Results also suggest lessons for influencer relations as an emerging focus in public relations theory and practice.