影响力营销
社会化媒体
自治
社会联系
感觉
社会心理学
心理学
社会学
业务
政治学
营销
关系营销
法学
市场营销管理
作者
Nataly Levesque,Alysha Hachey,Albena Pergelova
标识
DOI:10.1080/0267257x.2023.2218858
摘要
Social media influencers have the ability to impact the behaviours and attitudes of others (i.e. their followers), affecting people’s feelings of connectedness, and well-being. This has become particularly apparent during troubled times such as the COVID-19 pandemic, which has highlighted the importance of relationships and social interactions for people’s well-being. However, less attention has been paid to influencers’ own well-being in a monetised attention economy, which imposes tensions between the desire for authenticity and the self-presentations of influencers in online interactions. Using in-depth interviews and netnography as methodology, in this study we examine how the decision to engage with the topic of COVID-19 on social media impacted influencers’ well-being during the pandemic. We build on self-determination theory to reveal how the contentious nature of the subject led to internal struggles of influencers’ self-presentation, and elucidate how influencers navigated the boundaries of autonomy, competence, and relatedness in a quest for well-being.
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