Fourteenth International Conference on Interdisciplinary Social Sciences

Abstract

As the platforms for marketing campaigns have evolved, social media is used as everyone’s marketing medium in which billions of dollars are spent every year in the United States. Whereas traditional marketing campaigns employed “opinion leaders” as their campaign ambassadors, social media marketing campaigns tend to choose “influencers” as a means of establishing credibility in a specific industry. This study explores the process of being recognized as a social media influencer, especially of Instagram and Twitter. It also examines influencers’ engagements with social media posts and content, based on in-depth data mining patterns and grounded theory analysis.