Abstract

The focus of this paper is based on the effects of social media influencers on brand communities and their self-presentation methods for expanding their following. These influencers have become valuable tools for brands to market their products and increase exposure. As a result, they have become an integral part of many marketing campaigns. Moreover, their influence extends beyond marketing and has created online communities centred around brands on the content endorsed. Through an analysis of existing literature, this paper aims to provide a better understanding of influencers and the various ways in which they use self-presentation strategies to build their brands, attract followers and create communities. It examines the way in which these strategies have transformed over time, as social networking sites have evolved and as influencers have gained more influence and power. By exploring these topics, the paper aims to provide a comprehensive insight into the complex relationship between social media influencers, brand communities and the changing nature of self-presentation in the digital age.

 

Social media has fundamentally transformed the way individuals communicate, interact and consume content online (Goh et al., 2013). With the rapid growth of social networking sites, a new paradigm of marketing has developed, and social media influencers have become powerful participants in the digital landscape (Guida, 2020). Brands have begun to discover the impact and potential growth of utilising social media users with sizable followings to influence their audience by promoting products. Influencers use their online platforms to promote products, build networks and create communities around their personal brand (Guida, 2020). Companies can now reach their target audiences more effectively by leveraging off the power of social media influencers (De Veirman et al., 2017) the rise of social media influences has impacted brand communities and transformed how influences use strategies of self-presentation to promote and build networked public.

 

Influencers use a variety of self-presentation strategies to promote themselves and their brands, including curating their content to fit their brand persona, engaging with their followers through comments and direct messages, and leveraging their personal experiences to create an authentic connection (Mun & Bun, 2021).  These strategies have proven to be highly effective in building brand communities as influencers are able to leverage their personal brands to build trust and create a sense of community about a specific product or service.

 

Impact of social media on brand communities

 

In contemporary society where the millennial consumer is most prevalent, brands are expected to engage in interactive communication on social networking sites in order to establish online brand communities (Geyser, 2022). The emergence of virtual brand communities has facilitated the instantaneous exchange and spread of knowledge. Consequently, social media brand communities create interactive forums for their members, allowing brands to generate content that aligns with their audiences interest and values (Guida, 2020). All whilst increasing brand awareness and developing stronger relationships with customers, leading to profitability (Guida, 2022). Social media platforms have facilitated the creation of brand communities that foster a sense of community among individuals globally (Guida, 2022). An example of a brand community being formed by social media influences is the cosmetic brand Glossier. Glossier collaborates with various social media influences who promote the brand and its products to their following which has led to the formation of a community of Glossier fans who shared their experiences with the brand and provide recommendations to others. They have established their own online community called ‘Glossier Community’.

As a result, individuals are increasingly using noticeable brand affiliations within their virtual communities to enhance their social identities. Through social media, businesses can now offer customers exclusive content, promotions, and experiences, creating loyalty beyond just a transactional relationship (De Veirman et al., 2017). In these ways, social media has transformed the way businesses approach marketing by focusing on building authentic relationships with customers through the creation of brand communities.

  

The rise of social media influencers is a recent development, yet their impact on marketing strategies and online brand communities has been significant (Skalbania, 2022). Individuals who possess a substantial following on social media sites and regularly share content are referred to as a social media influencer (Skalbania, 2022). While there is no set formula to becoming an influencer, they do typically focus on multiple platforms and create content related to a particular area of interest. However, what distinguishes them is their ability to influence the purchasing decisions of other social media users, based on factors such as their knowledge, authority, position, or relationship with their audience (Skalbania, 2022). Influencers share ideas and are often communicating with their audience for recommendations. An example of social media influence is when a beauty influencer shares tutorial videos reviewing various makeup and skin care products, often giving a demonstration. Which can lead to increased sales for the brands features and further solidify the influencers persuasive impact over their followers.

 

In recent years 80% of marketers use influencer marketing (De Veirman at al., 2017). Marketing and consumer behaviour literature has widely acknowledged that electronic word of mouth (eWOM) has a greater impact on their decision-making process compared to conventional advertising methods (De Veirman at al., 2017). Based on the number of followers they have, social media influencers are typically categorised as mega, macro, micro or nano-influencers (Geyser, 2022). The size of an influencer’s following can affect their reach and influence as well as the kind of content they share with their audience. Additionally, their level of engagement with their followers and the authenticity of their content can also contribute to their effectiveness as influencers (Geyser, 2022). As society moves towards placing greater trust in recommendations made by social media influencers rather than traditional celebrities, influencer marketing remains a relevant and effective approach. However, as consumers increasingly seek authenticity and credibility in the content they engage with, they are turning towards smaller-scale nano and micro-influencers who have a more specialised scope of influence (Geyser, 2022). Even though social media influencers are a relatively new concept we are already seeing them evolve and adapt.

 

Impact of social media influencers on brand communities

 

Social media influencers have become an important factor in most marketing strategies as social media users become more dependent on social media influencers opinions (PR Newswire, 2017). A brand community is known as a congregation of individuals who are invested and display brand loyalty towards a given brand (Fournier & Lee, 2020). Influencers have the power to impact the attitudes of their followers and can influence the creation of brand communities. Through their online content creation, social media influencers can foster a sense of community around a brand, attracting like-minded individuals who share the same ideals and interests (Maumelat, 2022). This can be identified as networked public. Social media influences use their online content creation to foster a sense of community around a brand, attracting individuals who share similar ideals and interests, this can create a strong networked public and have a positive impact of brand loyalty. According to recent studies, millennials tend to rely more on social media influencers than family and close friends for making purchasing decisions (PR Newswire, 2017). When developing marketing strategies brands are becoming even more mindful of consumers changing attitudes (Dwivedi et al., 2021). In making that statement it can be argued that influencers could also potentially use their power to negatively impact brand communities if their content does not align with the chosen brands, values or morals. It is critical for brands to align with influencers that are carefully chosen and depict an authentic relationship based on similar objectives (Maumelat, 2022). For instance, if a health food brand partners with an influencer who promotes an unhealthy lifestyle or endorses products that contradict the brand’s values it can lead to confusion and mistrust. This Can ultimately damage the brand’s reputation and harm relationship with existing potential customers

 

Self-presentation strategies used by social media influencers

 

The concept of self-presentation, also known as impression management, suggests that each person plays a specific role in presenting themselves in public (Trammell & Keshelashvili, 2005). New advancements in personal publishing have presented new opportunities for internet users to become creators of their own content. Impression management is broken up into three specific factors: motives, self-presentation and social context (Hjetland et al., 2022). Self-presentation can be divided into two primary categories: behaviours that are consistent with one’s self-image and behaviours that are consistent with the audience’s expectations (Hjetland et al., 2022). When the desired image that an individual seeks to present to their audience aligns with the audience’s expectations, the impact of their self-presentation is amplified. Meaning that when influencers present themselves in a way that is consistent with how their audience expects them to be, it can have a greater impact on how they are perceived by others (Hjetland et al., 2022. The closer the image that influencers present to others that match what their audience expects, the more effective their self-presentation will be. This could be identified as networked self which refers to the idea that individuals can construct identities though their online presence (Papacharissi, 2010). Influences in particular  often use their online presence to carefully construct their identity’s in a way that aligns with their audiences expectations. Influencers rely on visual and aesthetic appeal to attract their followers making sure their content is visually appealing (Mun & Kim, 2021). Using their own personal experiences are also valuable in creating a personal connection to their audience to generate loyalty to their followers and the brands they are representing. These self-presentation strategies can simultaneously have the opposite effect if perceived as inauthentic and disingenuous by some audiences (Trammell & Keshelashvili, 2005). Influencers who promote products they would not actually use or believe in can be seen as a breach of trust, which can negatively impact their credibility.

 

Potential harms of self-presentation on influencer audiences

 

Although the nature of self-presentation is omnipresent online, it can have negative consequences on influencer followers who consume this content. It seems self-presentation creates other problems for audiences finding it difficult to create a satisfactory medium. Online, individuals resort to lying about themselves through self-presentation (Mun & Kim, 2021). Influencers may engage in unauthentic self-presentation when they perceive a threat of devaluation stemming from stereotypes. False self-presentation is a crucial aspect of self-promotion in that reliance on deception to persuade one’s opinion is done frequently online (Mun & Kim, 2021). This can cause moral dilemmas and confusion to online communities. It is common for influencers to deliberately curate images and edit themselves to present a positive image (Louis et al., 2023). This is a usual component of social interaction but can often be taken too far online to a point that is deceiving. False self-presentation can relate to poor mental health and social media use as a whole has been linked to unhappiness and stress (Turner & Ordonia, 2023). The consequences of unauthentic content is becoming a greater concern, particularly for influencers who struggle with lower well-being. These influences may find it difficult to maintain authenticity in their self-presentation given the pressure to present a curated positive image. When Influences engage in inauthentic self-presentation it can have negative consequences for the brand they are promoting.

 

Social media influencers have provided a significant shift to how brands build communities online with self-presentation becoming a crucial aspect of brand promotion. As individuals become more dependent on social media the influencer industry continues to evolve. While social media influencers have created online communities for brands to leverage and succeed, they have also brought negative consequences of deception and false self-presentation in order to create brand communities. Creating manipulation of audiences and moral dilemmas associated with personal presentation.  While the emergence of social media influencers has profoundly transformed the online landscape for brands, self-presentation strategies will continue to play a crucial role in maintaining and building follower networks that have mixed implications on social media users.

 

 

 

 

 

References

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