I Like Their Autonomy and Closeness to Me: Uncovering the Perceived Appeal of Social-Media Influencers

The proliferation of influencers on social-media platforms has drawn considerable research attention, particularly in the field of marketing. Nevertheless, there is limited understanding among HCI and communication researchers of what leads these social-media influencers' (SMIs') audiences to favor and choose their content over traditional media. To fill this gap, we conducted semi-structured interviews with 45 SMI audience members. Our findings revealed a total of eight categories of SMIs' appeals, i.e., factors that made the interviewees favor their content over traditional media. These appeals can further be grouped into three categories: content, presentation, and closeness. In particular, we identified the key role of SMIs' perceived high autonomy and independence, which led both their content and their presentation styles to be seen as distinct from and more appealing than traditional media. Likewise, four closeness appeals made our participants feel emotionally attached to SMIs, resulting in sustained engagement.