Abstract
This theoretical article aims to analyze the psychosocial elements as meanings, attitudes, subjective behaviors and intentions that emotionally connect the digital influencers to their followers. Four psychosocial elements have been identified in the literature that allow this connection to be established, characterized as: Expertise, Number of Followers, Life stream and Storytelling. The combinations of these elements also generated factors that influence the motivation of the followers for keeping up with the routines of activities communicated in the virtual environment by their digital influencers. The factors identified from these combinations were: social status, popularity, strategic reconstruction of the digital self and the reputation of digital influencers. The managerial implications of this study are related to the identification of the characteristics of the digital influencers that contribute to increase their capacity of persuasion and thus lead the virtual users to become their followers and future consumers.
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Gammarano, I.d.J.L.P., Filho, E.J.M.A. (2022). Psychosocial Elements that Connect the Digital Influencers to their Followers. In: Allen, J., Jochims, B., Wu, S. (eds) Celebrating the Past and Future of Marketing and Discovery with Social Impact. AMSAC-WC 2021. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-95346-1_52
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