社交媒体用户成为社交媒体影响者的愿望探析

Q1 Arts and Humanities

Media Watch Pub Date : 2023-03-30 DOI:10.1177/09760911231159690

Sheldon Fetter, Paige Coyne, S. Monk, S. J. Woodruff

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引用次数: 0

摘要

随着社交媒体（SM）使用的增加，用户越来越多地接触到SM影响者。本研究旨在探索年轻人对SM网红的渴望，特别是调查成为SM网红者的愿望和理由。此外，通过对SM影响者和SM使用的感知，探索了成为SM影响者的愿望。样本包括769名加拿大年轻人（年龄在16-20岁之间），他们主要是女性（n=599，79%）。总体而言，29名（4%）参与者认为自己是SM影响者，而579名（75%）参与者表示他们想（也许或是）成为SM影响者。想要成为一名有影响力的人的三大原因是金钱、尝试新产品或服务的机会，以及这是一项有趣的工作。此外，对SM影响者有一定的认知（例如，了解影响者或受到影响）可以显著预测成为SM影响者的愿望（p＜0.001）。此外，某些SM使用模式（例如，花在SM上的时间）显著预测了成为SM影响者的愿望（p＜0.001）。这些发现可以帮助研究人员了解SM影响者对其追随者的影响，以及SM用户渴望自己成为SM影响人的潜在原因。

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An Exploration of Social Media Users’ Desires to Become Social Media Influencers

With increased social media (SM) use, users are becoming frequently more exposed to SM influencers. This study aimed to explore SM influencer aspirations among young adults, specifically investigating the desire and rationale to become a SM influencer. Moreover, aspirations of becoming a SM influencer were explored by perceptions of SM influencers and SM use. The sample included 769 young Canadians (aged 16–30) who were mainly women (n = 599, 79%). Overall, 29 (4%) participants considered themselves to be SM influencers, whereas 579 (75%) participants reported that they wanted to (maybe or yes) become a SM influencer. The top three reasons for wanting to be an influencer were money, the opportunity to try new products or services, and it’s fun work. In addition, having certain perceptions of SM influencers (e.g., knowing an influencer, or having been influenced) significantly predicted the desire to be a SM influencer (p < 0.001). Moreover, certain SM usage patterns (e.g., time spent on SM) significantly predicted the desire to be a SM influencer (p < 0.001). These findings could help researchers understand the impact of SM influencers on their followers and the potential reasons why SM users aspire to become SM influencers themselves.

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来源期刊

Media Watch Arts and Humanities-Literature and Literary Theory

自引率

0.00%

发文量

期刊介绍： Journal of Media Watch is a double blind peer-reviewed tri-annual journal published from India. It is the only journal in the discipline from Asia and India listed in many leading indexing platforms. The journal keeps high quality peer evaluation and academic standards in all levels of its publication. Journal of Media Watch reflects empirical and fundamental research, theoretical articulations, alternative critical thinking, diverse knowledge spectrum, cognizant technologies, scientific postulates, alternative social synergies, exploratory documentations, visual enquiries, narrative argumentations, innovative interventions, and minority inclusiveness in its content and selection. The journal aims at publishing and documenting research publication in the field of communication and media studies that covers a wide range of topics and sub-fields like print media, television, radio, film, public relations, advertising, journalism and social media and the cultural impact and activation of these media in the society. It aims at providing a platform for the scholars to present their research to an international academic community with wide access and reach. Published topics in Media Watch enjoy very high impact and major citation. The journal is supported by strong international editorial advisory support from leading academicians in the world.