Social media platforms have rapidly altered the portability, expansiveness, and fundamental nature of digital spaces. Communities within such platforms are notably susceptible to the activities of social media influencers (SMIs). This paper explores the effects SMIs have on online communities, and how they facilitate the development of authentic relationships within such. Feelings of sincerity and authenticity are generated through practices such as vlogging, attention labour engagement, consistent communication protocols, and the diminishing of hierarchical community structures. Combined, these factors enable SMIs to acquire mass viewership and influence vast audiences. This then has notable implications for digital marketing and product placement. Because of their unique positioning and genuine community engagement, this paper finds that SMIs possess the ability to influence mass markets, without compromising their authenticity.

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Social media networks and their platform capabilities have transformed the expansiveness, portability, and spontaneity of online digital spaces in the past decade. The exploration of community dynamics and user relations within these platforms have been extensively researched in academic settings. From such emerges consideration for social media influencers, consumer susceptibility, and digital marketing. The global industry of influencer marketing is anticipated to exceed $490 million by 2027 (Statista, 2020). The industry’s evolution was accelerated by the COVID-19 pandemic, which increased consumer’s reliance on social media, not only for social and entertainment purposes, but also for purchasing and product acquisition desires (Kim & Kim, 2021). Social media influencers (SMIs) are critical pillars in this digital commerce sphere. SMIs can be defined as individuals with large online followings and recognised credibility, who possess expert knowledge in their field, and thus have influence over their peers and follower’s decisions (Ki & Kim, 2019). From influencer’s large followings develop communities within virtual spaces. Online communities are those facilitated by digital platforms, and that enable mass collaboration, social connectivity, innovation, and communal welfare (Faraj et al., 2011). Modern technologies and their fluid design enable users to overcome historical inhibitors of community, being geography, kinship, and occupation (Hampton & Wellman, 2018). This also eliminates hierarchical dynamics, and encourages the creation of resilient bonds, collaboration, and community building. Community members are no longer bound by their locality; they can find more meaningful connections beyond their immediate vicinity. In these ways, social media networks facilitate the development and sustainment of loyal, authentic communities, while also enabling mass audience influence and immense e-marketing success.

To influence purchasing decisions, SMIs need to effectively generate feelings of sincerity, authenticity, and a sense of community on online platforms. One means of achieving this is via emotional labour engagement with their followers (Mardon et al., 2018). Emotional labour describes the management and self-regulation of feelings for the purpose of enriching interpersonal relationships (Mardon et al., 2018). The degree of sincerity expressed by influencers in this regard varies, though these emotions can indeed be genuine, and can inadvertently lead to favourable outcomes, namely profit and loyalty (Mardon et al., 2018). Attention labour is particularly relevant in regard to emotional investment development in online communities (Brooks et al., 2021). This goes beyond the production of content, and places greater emphasis on the emotional connections developed within these communities via comment response, being receptive to fans, and engaging in interactive web capabilities such as polls and Q&As (Brooks et al., 2021). Factors that can potentially harm the devotion of an SMI’s fanbase are a lack of sponsorship disclosure and transparency, prioritisation of commercial interests over community welfare, and diminishing interaction with followers (Mardon et al., 2018). Even still, these moral infidelities are redeemable, so long as SMIs engage in self-conscious behaviours, whereby influencers can escape the perils of condemnation and cancellation, and instead provoke community members to empathise with and understand their actions (Mardon et al., 2018). For example, after failing to meet consumer expectations, and being met with backlash, SMIs may retreat from social media or express embarrassment and guilt. In 2014, beauty-guru Zoella uploaded a YouTube video during which she expressed discontentment and guilt for her recent production of unexceptional content (Mardon et al., 2018). The teary Zoella engaged in remorseful behaviours in this video, as she felt her online community were deserving of much higher-quality entertainment. This self-conscious admission was met with support by Zoella’s following, and motivated community members to justify her actions and protect the influencer, rather than criticize and condemn. Subsequently, this strengthened the online community’s bond and perceived closeness to each other and the SMI (Mardon et al., 2018). This form of emotional labour, and the compassion it elicits among audiences, enables SMIs to exploit commercial prospects whilst preserving loyalty and authentic community relations.

The creation of vulnerable personas and maintenance of ‘ordinary’ status aligns SMIs with their audience, creating a sense of relatability and equality. Leveraging this dynamic enables SMIs to exert great influence over their loyal followers. The origins of SMIs as normal and ordinary individuals creates a perception of relatability to audiences and leads to higher regards of authenticity than traditional celebrities who customarily appear in commercial advertising (Scholz, 2021). Depictions of online personalities as relatable are reinforced through the immediacy and apparent proximity of SMIs, made possible through the affordances of digital platforms. The ability to maintain persistent contact (broadcasting information instantaneously and from anywhere), and pervasive awareness (provision of knowledge regarding whereabouts, interests, and activities) (Hampton, 2016), cements this idea of psychological closeness. This diminishing of distance between consumer and SMI fortifies the integrity and authority of the influencer (Scholz, 2021). Vlogging is one method through which closeness and intimacy in online communities are established. Vlogging is the act of filming the evidently mundane occurrences in day-to-day life, and is intrinsically linked to self-expression, familiarity, and invitingness into one’s personal space (Berryman & Kavka, 2017). Thus, vlogs function as a medium through which authenticity can be obtained. Vlogging invites vulnerability and intimacy with SMIs, as they provide an unfiltered and raw insight into the lives of influencers. For example, many beauty influencers appear in their vlogs with little-to-no makeup, and without the performative desire to be perceived as perfect. Viewers are able to identify with this feeling of being ‘naked’ and one’s true, authentic self (Berryman & Kavka, 2017). Feelings of belonging and community are generated in this way, as online communities identify as being members of the inner circle and feel valued by the SMI. The trust associated with SMIs then transfers onto the products and brands influencers affiliate themselves with, transforming SMIs into remarkably lucrative commodities (Berryman & Kavka, 2017). With influencers positioned as equals, recommendations are deemed highly trustworthy by consumers. In vast contrast to traditional celebrities, SMIs and their lifestyles are perceived to be attainable and relatable. Their accessibility on online networks, consistent and responsive communicative techniques, and openness translates into approachability and dependability. With audience members and influencers essentially on the same playing field, authentic communities are established and are more commonplace on the internet than in non-digital realms. Thus, by collapsing the temporal and spatial inhibitors of community (Hampton & Wellman, 2018), and by producing intimate content (Berryman & Kavka, 2017), affective and loyal relationships form between audiences and SMIs.

Through the creation and nurturing of online communities, SMIs gain the ability to influence the purchasing decisions of their followers. As SMI’s position themselves as accessible and similar to their audiences, they are deemed to be more authentic than their celebrity counterparts (Zhou et al., 2021). Digital users make the conscious decision to follow online personalities whose positioning they find appealing. The community of followers then formulate a common understanding of the SMI’s character and values (Leung et al., 2022). Social capital theory dictates that this shared perspective establishes cognitive capital, which can then be utilised to facilitate brand performance (Leung et al., 2022). This is particularly crucial, due to the changed behaviour of consumers in regard to digital marketing. Scepticism and uncertainty towards direct advertising endeavours is mounting, and brands are finding it increasingly difficult to gain the trust and loyalty of patrons. A feasible alternative is presented in the form of influencer marketing.

SMIs use influencer marketing by integrating endorsement and product placement into their daily narratives, making content seem genuine and reflective of their own taste (Leung et al., 2022). This integration of commercial content seems so authentic, in fact, that many users are unable to discern paid promotion from regular recommendations (Kim & Kim, 2021). Although sponsorships can be met with adverse reactions, influencers are in a unique position to appeal to their following by exhibiting congruence with their interests, specialities, and promotions. Endorsement of a brand is accepted and justified, so long as the SMI provides reasonable links to their identity, and it is a conceivable extension of prior content (Kim & Kim, 2021). Having such an intimate bond with their community, influencers must be considerate of their follower’s interests, and be careful in selecting the right product or brand to promote. It is critical that SMIs prioritise their community’s interests first and centre perspective around their followers (Leung et al., 2022). This is achieved by understanding and gratifying their needs with relevant, directed content. For example, integration of preferred and branded content is frequently demonstrated by fitness influencers. Endorsements of supplements or sport apparel brands are flawlessly incorporated into gym routine videos or daily vlogs. By posting content that ties commercial products with customer’s goals, SMI’s sponsorships are interpreted as less intrusive than celebrity-endorsed and scripted advertisements, thereby enhancing consumer reactions to such content (Kim & Kim, 2021). Additionally, SMI’s authenticity is enriched through the offering of unbiased and honest reviews (Leung et al., 2022). Beauty influencers will often be sent free products or samples to trial by companies such as Sephora, who encourage SMIs to give their sincere thoughts and opinions. By providing reviews that are not consistently positive, genuineness is fostered and greater authenticity results, both for the commercial entity and the SMI (Leung et al., 2022). This community appreciation for sincerity can lead to the transferability of influencer success across a multitude of online and offline platforms. 

Because the relationship between influencers and community members is symbiotic and not hierarchical, audiences wish for influencers to acquire longevity and achieve their goals (Brooks et al., 2021). Viewers want to share in the SMI’s success, as they feel somewhat responsible for such. As a result, SMI’s success is universally celebrated and experienced in online communities of followers. Even if individuals are envious of an influencer’s position, beauty, or material possessions, favourable perceptions of SMIs still result (Lee & Eastin, 2020). Rather than eliciting antagonistic feelings, envy can increase the perceived trustworthiness of an SMI, as followers experience awe and a desire to be similar to them. The most successful and authentic influencers are ones that prioritise and understand their audience. Through the constant exchange of online communication, influencers are rewarded with comments, likes, views, and stronger community loyalty and trust (Kim & Kim, 2021). Consistent and authentic relationships within communities enable SMIs to transfer their follower’s loyalty across platforms and into other entrepreneurial endeavours. One illustration of this is beauty influencer Michelle Phan’s creation of popular beauty subscription service Ipsy. Phan invested her time and effort into her social media, eventually building a devoted fanbase and becoming self-celebrified (Brooks et al., 2021). Celebrification requires the ability of influencers to transport their audiences across different platforms (such as on social media, television, or podcasts) and partnerships, enhancing the portability of community. An influencer can only achieve longevity and sustained success if they possess passionate, committed followers, who are willing to follow SMIs and their creative endeavours across platforms (Brooks et al., 2021). Phan exemplifies this phenomenon with her ability to convert a loyal community of followers, into a community of patrons who actively support the influencer’s e-marketing activities in order to see her succeed. Only once an influencer demonstrates a genuine interest in their community and content, can they garner a dedicated fanbase, and facilitate the development of authentic communities in online spaces. Such a commitment is often rewarded with an audience’s disposition to support SMIs commercial content and financial endeavours.

With the affordances of digital technology and social networks, geography, kinship, and occupational hinderances of community development are alleviated. Portability and spontaneity enable the formation of expansive online connections. SMIs now play a pivotal role in this facilitation of online communities. Through personal investment and engagement in emotional and attention labour, strong emotional ties form between influencers and followers. Vulnerability and ‘everydayness’ are performed through technological forms, such as vlogging, to enhance a community’s commitment to themselves and SMIs. Such techniques speak to the value of authenticity and relatability of influencers in comparison to their celebrity counterparts. Audiences perceive SMIs as inspirational, and their success attainable, leading to feelings of shared accomplishment and the desire to further expand and develop their communal outreach. Combined, these factors lead to an SMI’s ability to influence mass markets, while remaining sincere in their recommendations, and ‘truthful’ to their followers. Thus, social media and the influencers who contribute to such platforms, support the creation and sustainment of authentic online communities, illustrated by the immense success of e-marketing and the unwavering loyalty of community members in digital spaces.

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