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How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran
How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran
Marketing Faculty Publications
Within the social media community, influencers engage in a variety of collaborative practices such as tagging, reposting content from, or forming partnerships with other influencers and brands. While such collaborative efforts are a known practice, less is understood about how influencer collaborations affect consumers' perceptions of the partnering influencers, specifically when a status differential exists within the collaboration. We suggest that such collaborative practices, specifically those where the focal influencer has a higher status than the collaborating partner, may help to weaken consumers' perceptions that the influencer's actions are purely self‐focused. A pilot study, analyzing both influencer–influencer collaborations and influencer–brand …