AUT LibraryAUT
View Item 
  •   Open Theses & Dissertations
  • Masters Theses
  • View Item
  •   Open Theses & Dissertations
  • Masters Theses
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

How to Win Fans and Influence People: The Dynamic Between Social Media Influencers and Those They Influence

Whitston-Lee, Emily
Thumbnail
View/Open
Thesis (948.1Kb)
Permanent link
http://hdl.handle.net/10292/13556
Metadata
Show full metadata
Abstract
With the rise of social media in the past decade there has been very little documentation or research that considers the advent of social media opinion leaders, or influencers, and their relationship with their followers (those influenced) on social media channels. This research analyses the relationship between social media influencers and those they influence through their interactions in the comment sections of YouTube videos. A qualitative analysis measures the interactions between the influencer and the influenced, using open coding (Thomas, 2006) and thematic analysis (Braun & Clarke, 2006).

This analysis draws on the comment sections in three YouTube videos from each of the four influencers in the beauty industry: Shaaanxo, Kandee Johnson, MannyMUA and Jeffree Star, and looks at the top hundred comments from these videos.

The research has a key focus on the role of the influenced, as this is largely absent

from current research. The interactions between the influencer and influenced allow for

clarity as to how the influenced view the influencer. This also helps to demonstrate a

collective attitude by those influenced towards the influencer, and provides a view of how

the influenced interact about the influencer, as opposed to with the influencer.

This thesis finds that the dynamic between the influencer and the influenced can be

summarised as a one-sided friendship, on the side of the influenced, with the influencer rarely

acknowledging their following. Additionally, the influenced see themselves in a community

led by the influencer. This finding is unique in that it focuses primarily on the influenced. I find

that more research is needed in order to understand how the influencer operates, specifically considering the role of the influenced
Keywords
Social media; Influencers; YouTube; Influence; Relationships; Public relations
Date
2020
Item Type
Thesis
Supervisor(s)
Gordon, Averill
Degree Name
Master of Communication Studies
Publisher
Auckland University of Technology

Contact Us
  • Admin

Hosted by Tuwhera, an initiative of the Auckland University of Technology Library

 

 

Browse

Open Theses & DissertationsTitlesAuthorsDateThesis SupervisorMasters ThesesTitlesAuthorsDateThesis Supervisor

Alternative metrics

 

Statistics

For this itemFor all Open Theses & Dissertations

Share

 
Follow @AUT_SC

Contact Us
  • Admin

Hosted by Tuwhera, an initiative of the Auckland University of Technology Library