This is Why I Like Them: Exploring the Perceived Appeal of Social Media Influencers vs. Traditional Mass Media

Hsuan Jen Lee, Yu Ling Chou, Jie Tsai, Yung Ju Chang

研究成果: Conference contribution同行評審

摘要

Social-media influencers (SMIs) have created a wide range of content and research has shown that SMIs are perceived as credible by media consumers, and advertising by them can lead to higher user engagement than traditional advertising generally achieves. However, the factors that render SMIs more appealing than traditional media from an audience perspective have been underexplored. Using a grounded approach, we looked at the perceived appeal of SMIs of various types vs. traditional media by conducting semi-structured interviews with 20 of the former's audience members. Our preliminary findings suggest that such appeal can be divided into four types: 1) initiative to summarize takeaways from multiple sources, 2) high independence and low interference, 3) distinctive and diverse networks and connections, and 4) relatability and applicability. This typology of appeal uncovers how SMIs have formed new media use patterns, and hopefully inform the design opportunities of social media platforms.

原文English
主出版物標題CSCW 2022 - Conference Companion Publication of the 2022 Computer Supported Cooperative Workand Social Computing
發行者Association for Computing Machinery
頁面106-109
頁數4
ISBN(電子)9781450391900
DOIs
出版狀態Published - 8 11月 2022
事件25th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2022 - Virtual, Online, Taiwan
持續時間: 8 11月 202222 11月 2022

出版系列

名字Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW

Conference

Conference25th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2022
國家/地區Taiwan
城市Virtual, Online
期間8/11/2222/11/22

指紋

深入研究「This is Why I Like Them: Exploring the Perceived Appeal of Social Media Influencers vs. Traditional Mass Media」主題。共同形成了獨特的指紋。

引用此