Abstract:

We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?