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Depth of Self-Disclosure for Social ...

Kim, Woocheol,

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Depth of Self-Disclosure for Social Media Influencers: Tensions and Tradeoffs /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Depth of Self-Disclosure for Social Media Influencers: Tensions and Tradeoffs // Woocheol Kim.
Author:	Kim, Woocheol,
Description:	1 electronic resource (71 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-01, Section: B.
Contained By:	Dissertations Abstracts International86-01B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31329842
ISBN:	9798383562659

Depth of Self-Disclosure for Social Media Influencers: Tensions and Tradeoffs /
Kim, Woocheol,

Depth of Self-Disclosure for Social Media Influencers: Tensions and Tradeoffs /Woocheol Kim. - 1 electronic resource (71 pages)

Source: Dissertations Abstracts International, Volume: 86-01, Section: B.

Social media influencers wrestle with the decision of how much to disclose about their personal lives. Must attention and financial opportunities come at the cost of privacy? Do risks from being personally vulnerable at least come with rewards? The present research investigates consumers' responses to influencers' depth of disclosure on social media.To do so, I adopt a multi-method research approach that incorporates data from controlled experiments, automated text analysis of social media posts, and qualitative theory-in-use interviews. With experiments, I find that greater disclosure is associated with being more relatable, but less aspirational, which combine for offsetting overall effects on influencer endorsement-ability. Consistent with these offsetting effects, text analysis of influencer social media posts reveals a nonlinear, curvilinear effect of depth of disclosure in a social media post on post evaluations (i.e., likes, retweets, comments). Interviews with social media influencers reveal a desire to present themselves as "whole" "well-rounded" people while also protecting their privacy. These influencers note that many brands push them to make posts very personal, but they question whether this is even necessary.My findings suggest these influencers' intuition is correct, and the brands should not prescribe influencers to be overly personal and risk "over-sharing." Theoretically, the research contributes to influencer marketing by highlighting the dual importance of relatable and aspirational qualities while showing that the two are balanced against each other, at least in relation to depth of disclosure.

English

ISBN: 9798383562659Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Self-disclosure

Depth of Self-Disclosure for Social Media Influencers: Tensions and Tradeoffs /
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520 $a Social media influencers wrestle with the decision of how much to disclose about their personal lives. Must attention and financial opportunities come at the cost of privacy? Do risks from being personally vulnerable at least come with rewards? The present research investigates consumers' responses to influencers' depth of disclosure on social media.To do so, I adopt a multi-method research approach that incorporates data from controlled experiments, automated text analysis of social media posts, and qualitative theory-in-use interviews. With experiments, I find that greater disclosure is associated with being more relatable, but less aspirational, which combine for offsetting overall effects on influencer endorsement-ability. Consistent with these offsetting effects, text analysis of influencer social media posts reveals a nonlinear, curvilinear effect of depth of disclosure in a social media post on post evaluations (i.e., likes, retweets, comments). Interviews with social media influencers reveal a desire to present themselves as "whole" "well-rounded" people while also protecting their privacy. These influencers note that many brands push them to make posts very personal, but they question whether this is even necessary.My findings suggest these influencers' intuition is correct, and the brands should not prescribe influencers to be overly personal and risk "over-sharing." Theoretically, the research contributes to influencer marketing by highlighting the dual importance of relatable and aspirational qualities while showing that the two are balanced against each other, at least in relation to depth of disclosure.
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650 4 $a Web studies. $3 2122754
650 4 $a Social psychology. $3 520219
653 $a Self-disclosure
653 $a Social media
653 $a Social media influencers
653 $a Social media posts
653 $a Brand positioning
690 $a 0338
690 $a 0646
690 $a 0451
690 $a 0386
710 2 $a University of Oregon. $b Department of Marketing. $e degree granting institution. $3 3822398
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