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A life cycle framework of social media influencers and the influencer’ dilemma

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  • Spörl-Wang, Katja
  • Krause, Franziska
  • Henkel, Sven

Abstract

More than 64 million individuals currently identify as social media influencers (SMIs), yet research in this domain is still embryonic. Specifically, the conceptualization of SMI as a profession characterized by a dynamic evolution through various career phases remains largely unexplored. This study employs qualitative methodologies, including 31 semi-structured interviews with European lifestyle SMIs, to construct an SMI life cycle framework. This framework delineates four phases, three transition points, and four future trajectories. Additionally, this paper identifies the phenomenon of “influencers’ dilemma,” which encapsulates SMIs’ tension and subsequent hesitance to progress through the life cycle phases. This hesitation is attributed to five paradoxical motivational drivers and barriers: (1) sense of belonging: affiliation and non-affiliation; (2) pursuit of prestige and fame: enjoyment of disclosure and fear of privacy; (3) self-realization: proactive and forced self-realization; (4) freedom: full autonomy and restrained expectations; and (5) financial success: high payoffs today and uncertain payoffs tomorrow.

Suggested Citation

  • Spörl-Wang, Katja & Krause, Franziska & Henkel, Sven, 2025. "A life cycle framework of social media influencers and the influencer’ dilemma," Journal of Business Research, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325002826
    DOI: 10.1016/j.jbusres.2025.115459
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