Abstract
Social media influencers (SMIs) represent a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media. A mature public relations literature has identified the characteristics of effective spokespersons, but relatively little is known about audience perceptions of the SMI. A q-sort technique identified core perceived attributes of four sample SMIs. A better understanding of the perceived personality of SMIs provides tools for optimizing an organization's SMI capital.
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