Search

Environmental influencers have gained immense popularity on social media, promoting a sustainable lifestyle by interweaving environmental topics with their everyday content. Drawing from the theoretical approach of parasocial opinion leaders, we investigate, for the first time, the implications of environmental influencers for different dimensions of youth's participation behavior, and whether parasocial relationships (PSRs) with influencers moderate these associations. We used data from a cross-sectional (N = 576) and a two-wave panel survey (N T2 = 496) among German 16- to 25-year-olds. Findings across both studies showed that following influencers who address green topics was related to higher engagement in political sphere-oriented participation (e.g. signing a petition) as well as cause-oriented participation (e.g. politically motivated consumerism). In the long term, low to moderate PSR increased the impact of environmental content on cause-oriented participation, while high PSRs seem to overshadow the environmental content directing more attention to relational rather than informational content aspects. [ABSTRACT FROM AUTHOR]

During the COVID-19 pandemic in 2021, British social media influencers posted pictures and stories from Dubai. As a result, the emirate faced an intense backlash from the British media. This study considers the British media's motivations for constituting Dubai as Orientalist 'other' while uncovering earlier imagined geographies of the Orient. The study develops the novel concept of 'intermedia geographies' to trace intertextual links, tales, texts, content, audiences and discourses, as dynamic constellations of the postdigital condition. Unique methods of postdigital critical discourse analysis are developed to map a corpus of 20 British magazine, tabloid and broadsheet newspaper articles, which are the jumping-off point to intertextual references to television, film and earlier Oriental narratives. Theorizing levels up from description to nuanced analysis to illustrate that the themes of content, stance and social actors' positioning within the corpus are indicative of Britain's siloed mainstream audiences and postdigital reinforcements of colonial discourse. [ABSTRACT FROM AUTHOR]

When social media influencers (SMIs) describe their experiences of mental health problems, they contribute to the circulation of representations of mental health. The aim of this article is to analyse the ways of talking about mental health problems that are made accessible to a wider audience through the YouTube videos published by four Swedish female SMIs. Our analysis shows that much content related to mental health contains traces of, and contributes to discourses informed by, positive psychology. Mostly, mental health problems are represented as manageable, if only the individual assumes responsibility for her mental wellbeing, but a few videos also contain displays of negativity and resignation. In addition to avoiding association with the unattractiveness associated with negativity, the four SMIs navigate expectations placed on them to encourage confidence and self-love while at the same time expressing modesty. The result is representations of mental health that are multi-layered and complex. [ABSTRACT FROM AUTHOR]

Previous literature has highlighted the social media influencer's (SMI's) credibility as a crucial factor in explaining the persuasive power of recommendations. To date, however, there have been very few studies that have shed light on the role of the audience's product involvement in mitigating risk and enhancing the authenticity of SMIs' messages. The present analysis sought to fill this gap, checking whether the relationship between involvement (fashion consciousness), perceived risk, and perceived message authenticity among SMIs' had an impact on the audience's attitude and purchase intention. To do so, we present a new exploratory model using an extension of the theory of planned behavior, and we focus on fashion recommendations aimed at the centennial generation. The empirical analysis was carried out on a sample of 690 SMI followers, using partial least squares–structural equation modeling. The results confirmed that high levels of involvement with fashion products improved the perceived authenticity of the recommendations, increased the influence of the social group of belonging, and intensified the power of the recommendations. This paper contributes to the literature by studying a set of variables that have proved relevant to the analysis of influencer marketing. Moreover, as a novelty, the research provides knowledge on the presence of perceived risk and the influence of product involvement on younger consumers. Our results could help managers, marketers, and influencers in the fashion and textile industry. By identifying product involvement as a key construct, we confirmed that the different operators must work on product promotions that appeal to fashion values. [ABSTRACT FROM AUTHOR]

This paper contextualizes and critically examines the incorporation of transactional features into two popular mobile social media apps: Instagram and Snapchat. It examines how mobile social media acts as an interface between culture and commerce. We situate this interface within a larger political economic context in which tech companies are embracing 'fintech' to drive growth. We argue that mobile social media platforms play a unique role in monetising personal data and context awareness through their development of 'transactional affordance' – a term we develop to understand new features allowing users to connect content to forms of payment. We argue that the success of these affordances is tied to labour associated with the 'performative authenticity' of social-media influencers. Our first case study examines the recent development of 'shopping' and 'checkout' features on Instagram, and the significance of this feature for the economic growth of parent company Facebook. We then look at how the specific development of augmented reality features on Snapchat serve as the basis for new transactional affordances in everyday contexts. We conclude the paper by arguing that the contextual commerce these phenomena entail signals a shift to a transactional culture in which everyday interactions become opportunities for consumption. [ABSTRACT FROM AUTHOR]