Survey of nutrition knowledge of Kuwaiti health influencers in social media

While social media receive considerable scholarly attention, studies reveal mixed outcomes in relation to its influence on tourists’ destination choices. There is nonetheless a persistent perception that social media has a fundamental influence on destination choice. However, those studies that do find a social media influence are in contexts where tourists are predisposed to be influenced (the contexts were selected due to social media presence or influence). These studies also have limitations in terms of social media types, tourists and destinations. This research responds to the challenges and explores social media influence across diverse destination choice contexts. Through face-to-face interviews conducted with 39 Australian tourist decision-makers, the findings reveal that social media influence is only apparent when specific context-conditions are co-present. Instead, most destination choice contexts are likely to result in low levels of social media influence. The findings advance theory by identifying three contextual dimensions for social media influence: level of social media engagement; destination novelty or familiarity; and complexity of the planning decision. This research importantly demonstrates the need to illuminate context when conceptualising social media influence on tourists’ destination choices. Practically, destinations should utilise social media to demonstrate ease of visit planning.

Consumptive behavior is characterized by an individual's tendency to spend money on shopping, both offline and online, without considering the priority scale. In this case, financial literacy has a role to play in avoiding consumer behavior and encouraging wiser use of social media. The objectives of this research: 1) The influence of financial literacy on adolescent consumer behavior in Kubu Village, Kubu Raya Regency. 2) The Influence of Social Media on Teenage Consumer Behavior in Kubu Village, Kubu Raya Regency. 3) The Simultaneous Influence of Financial Literacy and Social Media on Teenage Consumptive Behavior in Kubu Village, Kubu Raya Regency. The research method is quantitative. The sample consisted of 200 teenagers. Data collection techniques used questionnaires. Data were analyzed using multiple linear regression. The research results show: 1) The influence of financial literacy on adolescent consumer behavior in Kubu Village, Kubu Raya Regency with a sig value of 0.000 < 0.05. 2) The influence of social media on adolescent consumer behavior in Kubu Village, Kubu Raya Regency with a sig value of 0.000 < 0.05. 3) Simultaneous Influence of Financial Literacy and Social Media on Adolescent Consumptive Behavior in Kubu Village, Kubu Raya Regency with a sig value of 0.000 < 0.05.

Purpose – This paper aims to: (1) examine the effect of social media advertisement and influencers on Compulsive buying, (2) investigate the role of materialism as a mediator and narcissism as a moderator on the relationship between social media advertisement and influencers on Compulsive Buying. Design/methodology/approach – The study is based on 300 responses. Data of the responses was used for statistical analysis and hypothesis testing. The study uses Structural Equation Modelling (SEM) to test all hypotheses. Findings – The study revealed insignificant relationships between social media advertisements and influencers, and compulsive buying. The findings provided evidence that materialism mediates the relationship between social media advertisements and compulsive buying. In contrast, materialism does not mediate the relationship between social media influencers and compulsive buying. The study failed to reveal a moderating role of narcissism on the relationship between materialism and compulsive buying. Research implications – Recommendations for marketing managers, scholars, and policymakers have been given adopting the marketing orientation that puts the consumers’ satisfaction of needs and wants first, based on the researchers’ faith that compulsive buying is not a virtue for consumers by all means. Originality/value – This paper investigates one of the most pressing issues regarding consumer behaviour in social media, consumer traits, and compulsive buying.

Recent studies suggest that adolescents are spending significant amounts of time on social media. Brands are taking advantage of this fact and actively using social media to reach adolescent consumers, primarily via social media influencers. Adolescents consider the sponsored brand posts by social media influencers to be trustworthy and honest, thus reducing their critical evaluation of the ads. While several researchers have pointed to the critical role that parents play in their adolescents becoming digitally literate and empowered, there is little understanding of parental views and drivers of parental views on social media influencers and means by which they mediate their adolescents’ exposure to social media influencers. Our specific research questions are the following: (a) How does parents’ use of social media relate to their attitudes toward and mediation of social media influencers? (b) What is the role of psychological empowerment in enabling the relationship? Through a survey of approximately 200 mothers of adolescents (between the ages of 11 and 17 years), we examine how parents’ social media usage (active or passive) is related to their views toward social media influencers and mediation of social media influencers. We find that active (vs. passive) use of social media by parents led them to significantly (vs. not significantly) mediate social media influencers’ impact. Passive (vs. active) use of social media led to parents having a significant (vs. not significant) positive view of social media influencers. We explain this direct relationship by the level and kind of psychological empowerment (intrapersonal or interactional) that a parent experiences. Intrapersonal empowerment is related to self-efficacy, perceived competence, and desire for control, whereas interactional empowerment is related to an individual’s engagement in collective action and interactions with others. We find that active use of parental mediation increases intrapersonal empowerment resulting in parental mediation of social media influencers but has no effect on their positive or negative views on social media influencers. Moreover, passive use of social media results in interactional empowerment but has no significant impact on parental mediation but is related to positive views of social media influencers. Implications for regulators, practitioners, and parents are then discussed.

Social Media Influencer (SMI) research has attracted much attention from scholars since SMI marketing has become a major strategy for brands (Martínez-López et al., 2020). Recently, social media networks (SNSs) allow SMIs to earn money through virtual tip-jars (VTPs). VTPs allow SNS users to send money to SMIs. YouTube, Instagram, TikTok, and Twitch offer VTPs (Perelli, 2021). Despite the popularity of VTPs in the industry, marketing research has not yet examined VTPs. Building on the theory of norms of reciprocity (Gouldner, 1960), our research addresses this gap by examining the factors that influence SMI-tipping. We examine several factors that would influence consumers’ intentions to virtually tip SMIs. We propose that certain factors related to the SMI (SMI’s attractiveness. Authenticity and expertise), the content the SMI generates (interactivity, informational value, and hedonic value) and the relationship between the SMI and his/her followers increase the follower’s intention to reciprocate the SMI’s efforts through engaging with the SMI’s content and sending monetary tips to that SMI. We recruited 303 participants (Mean Age = 37.5, 37% male) from MTurk to participate in an online survey. Participants were asked to respond to the questions based on their perceptions of a specific influencer they follow on Instagram. Participants were first asked to name this influencer and then answer several questions regarding that SMI. We used previously established and reliable scales for measuring our independent variables and reciprocity intentions. We measured the likelihood of monetary payback by asking participants how likely they were to (a) make a one-time payment and (b) monthly payments to an influencer. We found that two variables increase consumers’ intentions to reciprocate the SMI’s efforts by sending virtual tips: (a) self-SMI connection and (b) interactivity of the contents created by the SMI. We found that individuals who had a higher self-SMI connection and higher perceived content interactivity were more likely to make a one-time donation, more likely to set up monthly payments to the SMI, and also were more likely to reciprocate by liking, commenting, and sharing the SMI’s created content. Our study contributes to the academic literature on social media and influencer marketing by exploring the novel phenomenon of virtual tipping, investigating the important role of reciprocity in consumer engagement with SMIs, and providing guidelines for SMIs who aim to increase their equity through getting tips from their followers.

Introduction Where children’s television once ruled supreme as a vehicle for sales of kids’ brands, the marketing of children’s toys now often hinges on having the right social media influencer, many of them children themselves (Verdon). As Forbes reported in 2021, the pandemic saw an increase in children spending more time online, many following their favourite influencers on YouTube, TikTok, and Instagram. The importance of tapping into partnering with the right influencer grew, as did sales in toys for children isolated at home. We detail, through a case study approach and visual narrative analysis of two Australian influencer siblings’ Instagram accounts, the nature of toy marketing to children in 2023. Findings point to the continued gendered nature of toys and the concurrent promotion of aspirational adult ‘toys’ (for example, cars, high-end cosmetics) and leisure pursuits that blur the line between what we considered to be children’s playthings and adult objects of desire. To Market, to Market Toys are a huge business worldwide. In 2021, the global toys market was projected to grow from $141.08 billion to $230.64 billion by 2028. During COVID-19, toy sales increased (Fortune Business Insights). The rise of the Internet alongside media and digital technologies has given toy marketers new opportunities to reach children directly, as well as producing new forms of digitally enabled play, with marketers potentially having access to children 24/7, way beyond the previous limits of children’s programming on television (Hains and Jennings). Children’s digital content has also extended to digital games alongside digital devices and Internet-connected toys. Children’s personal tablet ownership rose from less than 1 per cent in 2011 to 42 per cent in 2017 (Rideout), and continues to grow. Children’s value for brands and marketers has increased over time (Cunningham). The nexus between physical toys and the entertainment industry has grown stronger, first with the Disney company and then with the stand-out success of the Star Wars franchise (now owned by Disney) from the late 1970s (Hains and Jennings). The concept of transmedia storytelling and selling, with toys as the vehicle for children to play out the stories they saw on television, in comics, books, movies, and online, proved to be a lucrative one for the entertainment company franchises and the toy manufacturers (Bainbridge). All major toy brands now recognise the power of linking toy brands and entertaining transmedia children’s texts, including online content, with Disney, LEGO and Barbie being obvious examples. Gender and Toys: Boys and Girls Come Out to Play Alongside the growth of the children’s market, the gendering of children’s toys has also continued and increased, with concerns that traditional gender roles are still strongly promoted via children’s toys (Fine and Rush). Research shows that girls’ toys are socialising them for caring roles, shopping, and concern with beauty, while toys aimed at boys (including transportation and construction toys, action figures, and weapons) may promote physicality, aggression, construction, and action (Fine and Rush). As Blakemore and Center (632) suggested, then, if children learn from toy-play “by playing with strongly stereotyped toys, girls can be expected to learn that appearance and attractiveness are central to their worth, and that nurturance and domestic skills are important to be developed. Boys can be expected to learn that aggression, violence, and competition are fun, and that their toys are exciting and risky”. Recently there has been some pushback by consumers, and some toy brands have responded, with LEGO committing to less gendered toy marketing (Russell). YouTube: The World’s Most Popular Babysitter? One business executive has described YouTube as the most popular babysitter in the world (Capitalism.com). The use of children as influencers on YouTube to market toys through toy review videos is now a common practice (Feller and Burroughs; De Veirman et al.). These ‘reviews’ are not critical in the traditional sense of reviews in an institutional or legacy media context. Instead, the genre is a mash-up, which blurs the lines between three major genres: review, branded content, and entertainment (Jaakkola). Concerns have been raised about advertising disguised as entertainment for children, and calls have been made for nuanced regulatory approaches (Craig and Cunningham). The most popular toy review channels have millions of subscribers, and their hosts constitute some of YouTube’s top earners (Hunting). Toy review videos have become an important force in children’s media – in terms of economics, culture, and for brands (Hunting). Concurrently, surprise toys have risen as a popular type of toy, thanks in part to the popularity of the unboxing toy review genre (Nicoll and Nansen). Ryan’s World is probably the best-known in this genre, with conservative estimates putting 10-year-old Ryan Kanji’s family earnings at $25 million annually (Kang). Ryan’s World, formerly Ryan’s Toy Review, now has 10 YouTube channels and the star has his own show on Nic Junior as well as across other media, including books and video games (Capitalism.com). Marsh, through her case study of one child, showed the way children interact with online content, including unboxing videos, as ‘cyberflaneurs’. YouTube is the medium of choice for most children (now more so than television; Auxier et al.). However, Instagram is also a site where a significant number of children and teens spend time. Australian data from the e-Safety Commission in 2018 showed that while YouTube was the most popular platform, with 80 per cent of children 8-12 and 86 per cent of teens using the site, 24 per cent of children used Instagram, and 70 per cent of teens 13-17 (e-Safety Commissioner). Given the rise in social media, phone, and tablet use in the last five years, including among younger children, these statistics are now likely to be higher. A report from US-based Business Insider in 2021 stated that 40 per cent of children under 13 already use Instagram (Canales). This is despite the platform ostensibly only being for people aged 13 and over. Ofcom (the UK’s regulator for communications services) has discussed the rise of ‘Tik-Tots’ – young children defying age restrictions to be on social media – and the increase of young people consuming rather than sharing on social media (Ofcom). Insta-Kidfluencers on the Rise Marketers are now tapping into the selling power of children as social media influencers (or kidfluencers) to promote children’s toys, and in some cases, parents are happy to act as their children’s agents and managers for these pint-size prosumers. Abidin ("Micromicrocelebrity") was the first to discuss what she termed ‘micro-microcelebrities’, children of social media influencers (usually mothers) who have become, through their parents’ mediation, paid social media influencers themselves, often through Instagram. As Abidin noted: “their digital presence is deliberately commercial, framed and staged by Influencer mothers in order to maximize their advertorial potential, and are often postured to market even non-baby/parenting products such as fast food and vehicles”. Since that time, and with children now a growing audience on Instagram, some micro-microcelebrities have begun to promote toys alongside other brands which appeal to both children and adults. While initially these human ‘brand extensions’ of their mothers (Archer) appealed to adults, their sponsored content has evolved as they have aged, and their audience has grown and broadened to include children. Given the rise of Instagram as a site for the marketing of toys to children, through children themselves as social media influencers, and the lack of academic research on this phenomenon, our research looks at a case study of prominent child social media influencers on Instagram in Australia, who are managed by their mother, and who regularly promote toys. Within the case study, visual narrative analysis is used, to analyse the Instagram accounts of two high-profile child social media influencers, eleven-year-old Australian Pixie Curtis and her eight-year-old brother, Hunter Curtis, both of whom are managed by their entrepreneur and ‘PR queen’ mother, Roxy Jacenko. We analysed the posts from each child from March to July 2022 inclusive. Posts were recorded in a spreadsheet, with the content described, hashtags or handles recorded, and any brand or toy mentions noted. We used related media reports to supplement the analysis. We have considered ethical implications of our research and have made the decision to identify both children, as their accounts are public, with large follower numbers, promote commercial interests, and have the blue Instagram ‘tick’ that identifies their accounts as verified and ‘celebrity’ or brand accounts, and the children are regularly featured in mainstream media. The children’s mother, Jacenko, often discusses the children on television and has discussed using Pixie’s parties as events to gain publicity for the toy business. We have followed the lead of Abidin and Leaver, considered experts in the field, who have identified children and families in ethnographic research when the children or families have large numbers of followers (see Abidin, "#Familygoals"; Leaver and Abidin). We do acknowledge that other researchers have chosen not to identify influencer children (e.g., Ågren) with smaller numbers of followers. The research questions are as follows: RQ1: What are the toys featured on the two social media influencer children’s sites? RQ2: Are the toys traditionally gendered and if so, what are the main gender-based toys? RQ3: Do the children promote products that are traditionally aimed at adults? If so, how are these ‘toys’ presented, and what are they? Analysis The two child influencers and toy promoters, sister and brother Pixie (11) a

Sosyal medya etkileyicileri ürettikleri lüks marka içerikleri ile takipçileriyle etkileşim yaratmaktadır. Aynı zamanda bilgi aktarımı, yeni fikir üretimi ve trend takibi açısından lüks marka içerikleri etkileşim sürecinde önemli bir unsur olmaktadır. Dünya genelinde sosyal medya etkileyicileri ile takipçileri arasında bir etkileşim vardır. Takipçiler önerilen bir ürünü ve markayı deneyimleme, deneyimin bir parçası olma eğilimine gitmektedir. Bu çalışmanın amacı bireylerin takip ettikleri sosyal medya etkileyicileri tarafından üretilen lüks marka içeriklerine yönelik düşünce ve yönelimlerini irdelemektir. Sosyal medya kullanımının yoğun olduğu gençlere yönelik yapılan araştırma kapsamında 20 Aralık 2021-6 Ocak 2022 tarihleri arasında 13 katılımcıyla derinlemesine görüşme yapılmıştır. Araştırma sonucunda; sosyal medya etkileyicilerinin ürün paylaşımlarının, katılımcıların satın alma davranışlarını doğrudan etkilemediği ancak önerileri değerlendirme sürecinde etkili olduğu saptanmıştır. Ayrıca sosyal medya etkileyicisine duyulan sevgi ve güvenin yani parasosyal ilişkinin önemli bir rol oynadığı saptanmıştır. Katılımcılar, sosyal medya etkileyicilerinin marka işbirlikleri ve kendi önerileri arasındaki farkı kavrayabilmekte ve iş birliği olduğu halde belirtilmeyen içeriklerden rahatsız olmaktadırlar. Katılımcılar, etkileyicilerin lüks marka tüketimlerinin onların statüsünü yükseltmediğini belirtirken lüks marka ile etkileyici uyumsuzsa markaya olumsuz tutum geliştirildiği saptanmıştır.

Social media users can be influenced directly by their close relationships, such as their friends, family, and colleagues. They can also be influenced by those who follow them through shared information, goals, news, and opinions. Generally, an influencer is someone who entices an influence to do the same action, make the same decision, or change their behavior. He can also communicate information, ideas, and thoughts to multiple users. There are many tools to identify influencers. It can not be found simply through their big follower number or their shared media number. Thus, influencer identification is one of the essential tasks in social media research. Several approaches and metrics have been proposed in the literature to identify influencers. In this article, we explored the issue of identifying social media influencers while providing a generic view of social media influence. First, we presented a literature synthesis on the influence of social media. Then, we categorized the works and illustrated the leading solutions in literature to identify influencers in social media. A discussion and suggestions for potential future directions in this area accompanied this presentation. We believe these briefings are critical to resolving the issue discussed in this article.

BACKGROUND Black women are disproportionately affected by hormone-related health conditions, which may result from higher exposures to endocrine disrupting chemicals (EDCs) in consumer products. EDCs are chemicals that interfere with the body’s natural hormones. OBJECTIVE The Product Options in Women-Engaged Research (POWER) project was developed to educate Black women about EDCs. We assessed the impact of social media influencer (SMI) campaigns on knowledge and awareness of EDCs and intentions to change product-use behaviors. METHODS We recruited seven SMIs to engage with their audiences about EDC-related information on Instagram. The SMIs attended a workshop to learn about EDCs in consumer products and then created Instagram content to share with their audiences. We surveyed SMIs at baseline and 1-month after they shared EDC-related content. SMI audiences were surveyed cross-sectionally before and after the SMIs posted EDC-related social media content. We evaluated social media engagement and analyzed the impact of the campaign on SMIs and their audience. RESULTS The social media posts reached over 16,000 accounts and elicited over 28,000 engagements (e.g., views, likes, shares). SMIs’ EDC knowledge and awareness increased after attending the workshop and sharing newly created content, and the SMIs had greater intentions to avoid EDCs at follow-up than at baseline. Engagement with the social media content about EDCs also led to positive outcomes among SMI audiences, and particularly impacted intentions to engage in exposure reduction behaviors. Eighty percent of follow-up survey respondents reported that they will always consider a company’s chemical policy and product ingredients when shopping compared to less than 50% of baseline survey respondents (P<.001), and more follow-up respondents than baseline respondents self-reported an intention to avoid parabens (33% vs 15%, P<.001), bisphenol A (25% vs 15%, P=.032), per- and polyfluoroalkyl substances (17% vs 9%, P<.001), and fragrance (5.9% vs 2.0%, P=.082). CONCLUSIONS Our findings demonstrate researcher-SMI collaborations can be employed to reach large audiences of Black women, improve knowledge about EDCs, and promote intentions to change behaviors to reduce exposures to EDCs.

BackgroundThere is growing awareness of the broader health-related harms of social media; yet, research on social media–related injury mortality and morbidity remains limited. Emerging evidence suggests links between excessive social media use and increased risks of self-harm, cyberbullying-related distress, and dangerous viral challenges, but there has been limited research on the link between time spent on social media and environmental risk-taking, such as risky selfies. However, comprehensive epidemiological studies and policy-driven interventions remain scarce, highlighting the need for further investigation into the public health implications of digital engagement.ObjectiveThis research aimed to examine the relationship among self-reported time spent on social media, influencer status, and risk-taking behaviors among Australians, considering implications for injury prevention.MethodsA cross-sectional survey of Australian social media users (N=509) was conducted using stratified quotas to approximate national distributions by age, sex, and geographical location. Participants reported their average daily time spent on social media, whether they identified as a social media influencer, and whether they had ever engaged in risk-taking behavior to create social media content. Associations between categorical variables (eg, influencer status and risk-taking) were examined using Pearson chi-square tests and supplemented with odds ratios (ORs) and 95% CIs. Independent samples 2-tailed t tests were used to compare mean time spent on social media between risk-takers and non–risk-takers.ResultsAmong participants, 48 (9.4%) self-reported engaging in risk-taking behavior in the outdoors. Influencers were significantly more likely to report risk-taking (28/58, 48.3%) compared to noninfluencers (20/451, 4.4%; χ²1=110.57, P<.001). Risk-takers (n=48) also spent significantly more time on social media (mean=2.05, SD 1.04) compared to non-risk-takers (n=461; mean 1.37, SD 1.04; t57.22=4.31, P<.001). In multivariate analyses, influencers (OR 20.11), males (OR 2.00), and younger age groups (eg, OR 33.06 for 18‐24 vs 55‐64 years) had significantly higher odds of reporting risk-taking.ConclusionsOutdoor risk-taking for content creation is associated with influencer status and greater time spent on social media. These findings suggest that policy makers should prioritize regulations addressing risky social media behaviors and hold platforms accountable for promoting harmful content. Social media platforms should implement real-time alerts, pop-up warnings, and geolocated safety information to discourage risky behaviors. Public health practitioners should engage influencers to promote safer content norms and develop targeted injury prevention strategies.

Prominent studies revealed that building the right relationship with the right social media influencer is one of the biggest challenges in influencer marketing. This study mainly aimed at exploring how Sri Lankan beauty and personal care brands opt social media influencers for their influencer marketing campaigns on Instagram. To fulfill the purpose of the study, the study adopted qualitative research approach based on semi-structured interviews to collect responses. The respondents were the personnel responsible for supervising influencer marketing campaigns of beauty and personal care brands in Sri Lanka. The study adopted thematic analysis to perform the analysis of the study and revealed that Sri Lankan beauty and personal care brands opt social media (Instagram) influencers based on top four “REAL” qualities, namely: Relatedness, Engagement, Authenticity and Loyalty. Moreover, researchers discovered the main reasons for choosing social media influencers by Sri Lankan beauty and personal care brands. In addition, study found that the same brands were not much interested in checking the demographic details when selecting social media influencers.

Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility

The ability of social media influencers (SMIs) to shape their followers’ intentions to purchase the recommended brands (IPB) by creating content on social media platforms is critical. This has received little attention in influencer marketing literature. Drawing on source credibility theory, this study investigates the dual mediation of emotional attachment (EA) and influence of presumed influence (IPI) in the relationship between SMIs’ credibility and followers’ IPB in the Pakistani fashion context. A self-administered questionnaire was used to collect data from 346 social media users. PLS-SEM results revealed that SMIs’ credibility does have a negative influence on IPB. However, SMIs’ credibility is positively related to both EA and IPI. Furthermore, EA and IPI fully mediated the relationship between SMIs’ credibility and IPB. This research deepened knowledge about the phenomenon of followers’ emotional bonding with SMIs. This paper also offers valuable theoretical and practical implications for academics and practitioners in the fashion industry.

This study aims to determine the description of the use of online games, social media, student learning interests, the consequences of the use of online games on student learning interests, the influence of social media use on student learning interests, and the impact of using online games and social media on student learning interests in Muhammadiyah Burau Vocational High School (SMK). To achieve this goal, researchers use information collection methods through questionnaires, observation, and documentation. The information obtained from the results of the study was processed by utilizing quantitative analysis to determine the influence of the use of online games and social media on the learning interest of students at Muhammadiyah Burau Vocational High School (SMK). The results of the experiment proved that if the online game variable is in the high category, the social media variable is in the medium category, while the interest in learning students is in the medium category. Based on the results of the experiment, the relationship between product moment variables and learning interest is moderate, while the relationship between social media variables and student learning interest is high. Based on the results of multiple linear regression analysis, it is concluded that there is a negative and significant influence of online games and social media on the interest in training students at Muhammadiyah Burau Vocational High School (SMK).

In today's increasingly developing digital and social media era, the role of influencers in social media advertising is becoming increasingly important. Many parties, both individuals, companies and other agencies use the services of influencers in their social media ads. This is inseparable from their ability to influence the opinions and even behavior of their followers, including in the context of purchasing decisions and using services. In West Sumatra itself, there are quite a lot of social media ads that use the services of influencers in social media ads. One of the influencer figures that is used quite often is Verio Hasferi or better known as Uda Rio. Uda Rio is one of the Content Creators who has many followers on his various social media accounts. This study explains how the motive for the use of Influencers in social media advertising in West Sumatra by taking a case study on the use of Uda Rio as an Influencer in social media advertising using the concept approach of the communicator condition theory which includes aspects of credibility, attractiveness and strength. This study uses a descriptive qualitative approach. The determination of informants in this study uses a purposive mechanism by setting informant criteria. The data collection techniques used in this study are in-depth interviews, observations, and documentation. Data analysis in this study uses Miles and Huberman analysis techniques, namely data codification, data presentation, and conclusion / verification. The result of this study is that the motive for using Uda Rio as an influencer in social media advertising in West Sumatra is based on credibility and attractiveness factors. The attraction factor is the main and most dominant consideration used as a reason for choosing influencers.