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How citizen influencers persuade their followers

Anne Martensen (Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark)
Sofia Brockenhuus-Schack (Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark)
Anastasia Lauritsen Zahid (Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 17 May 2018

Issue publication date: 25 June 2018

11824

Abstract

Purpose

The purpose of this paper is to investigate how today’s new type of opinion leaders, “Citizen Influencers” (CIs), persuade their followers by exploring which characteristics contribute to their persuasiveness.

Design/methodology/approach

Combining theories within opinion leadership, celebrity endorsement, product placement and user-generated content (UGC) five source characteristics – namely, expertise, trustworthiness, likeability, similarity and familiarity – are investigated using fashion as an example. A longitudinal netnographic study of ten CIs and their UGC and six focus groups with followers of specific CIs on Instagram are conducted.

Findings

All five characteristics contribute to the persuasiveness of CIs with trustworthiness as the main contributor. CIs persuasiveness lies in their unique ability to encompass two opposing qualities simultaneously: being attainable and relatable like ordinary consumers; being taste leaders with superior, celebrity-like status.

Research limitations/implications

Only qualitative studies within the fashion category have been conducted, wherefore the relative weight between the two qualities cannot be quantified.

Practical implications

When choosing a CI, managers may consider: the amount of followers per CI as an indicator of influence; similarity between follower and CI as it provides the basis for trust; and the CIs personal universe on their Instagram profile as it leverage the meanings associated with the brand.

Originality/value

The key driver of CIs persuasiveness is their trustworthiness which mediates and amplifies the effect of the other four characteristics. CIs’ persuasive power rests upon the balancing act of being relatable and aspirational.

Keywords

Citation

Martensen, A., Brockenhuus-Schack, S. and Zahid, A.L. (2018), "How citizen influencers persuade their followers", Journal of Fashion Marketing and Management, Vol. 22 No. 3, pp. 335-353. https://doi.org/10.1108/JFMM-09-2017-0095

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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