Exploring the journey of influencers in shaping social media engagement success

Abstract

This study unfolds nuanced insights into the diverse dimensions dictating the success of social media influencers. Analyzing more than 210,000 social media posts and utilizing the Heuristic-Systematic Model of Information Processing (HSM), this study explores diverse factors, including individual appearance characteristics, depth of persuasive power, and various influencer types. The findings of this study shed light on the distinct impacts of varying influencer archetypes, such as celebrities and micro-celebrities, on user engagement and reveal the nuanced moderating effects of these archetypes on the relationships intertwined with personal attributes, persuasive potency, and influencer success. The proposed model advocates that influencers who leverage more profound, systematic processing strategies, marked by detailed information analysis and conveyance, are poised to experience elevated user engagement compared to counterparts employing heuristic modalities, distinguished by practical mental shortcuts and superficial examinations. This elucidation accentuates the imperative of harmonizing heuristic and systematic methodologies for emerging influencers and brands aspiring to optimize user engagement and efficaciously mold consumer behavior. This paper encapsulates a comprehensive exploration of the dynamic landscapes of influencer marketing via the HSM prism, delivering profound insights and practical ramifications for scholars, marketers, and influencers aiming to navigate and exploit the intricate networks of influential determinants in the ever-evolving digital marketing domain.