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Influencers and their motivations to create content: A qualitative typology based on an international survey

Author

Listed:
  • Haumer, Florian

    (Faculty of Culture, Germany)

  • Kolo, Castulus

    (Macromedia University, Germany)

  • Roth, Alexander

    (Doctoral Student and Research Assistant, University of Cologne, Germany)

  • Schwarz, Rafael

    (Territory Influence GmbH, Germany)

Abstract

Social media influencers (SMIs) have become an internet phenomenon with significant impact on public opinion. Although SMIs are becoming more professional and are differentiating themselves in terms of content and communication styles, quantitative indicators such as reach and engagement rates are still at the centre of marketers’ attention. This study identifies and tests five qualitative types of social media influencers (‘storyteller’, ‘rationalist’, ‘expert’, world-changer’ and ‘extravert’) based on four key motivational factors for content creation from a broad international sample. The authors find differences regarding the relative frequencies of the identified SMI types between the surveyed countries. This study provides substantial insights for researchers and brand managers seeking to better understand influencer types and manage influencer relations respectively.

Suggested Citation

  • Haumer, Florian & Kolo, Castulus & Roth, Alexander & Schwarz, Rafael, 2023. "Influencers and their motivations to create content: A qualitative typology based on an international survey," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(2), pages 190-204, September.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:2:p:190-204
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    More about this item

    Keywords

    social media influencers; content creation; motivation-based typology; intercultural differences; factor analysis; cluster analysis;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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