The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?

Abstract

In an aggressively growing market, influencers exploit social media platforms to make videos on their chosen interests in an attempt to attract viewers worldwide. Consequently, the platforms provide monetary rewards to these influencers that are commensurate with the number of views and subscribers. We use the language expectancy theory and the emotional contagion theory in an elaboration likelihood model of persuasion to understand why the financial success of influencers varies so widely. We conduct the analysis with speech-to-text data, survey data, archival data, and structural equation modelling. Contrary to the pre-internet persuasion research, the able, motivated, and focused viewers of superstar social media influencers identify the traditionally peripheral elements of linguistic style and emotional contagion as central to increasing the number of views and subscribers. However, these viewers identify content and production expertise, traditionally central elements, as peripheral to viewing and subscriber performance.