Why did i become a social media follower? an integrative literature review
Background: Social media drives marketing, with users turning into influencers, leading to influencer marketing. As human influencers (HIs) and virtual influencers (VIs) exist, understanding why individuals follow HIs or VIs is crucial. Methods: Literature on followers’ motivations were found in Sco...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116838/ http://psasir.upm.edu.my/id/eprint/116838/1/116838.pdf |
| _version_ | 1848867102098718720 |
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| author | Cai, Jinchi Osman, Syuhaily Haron, Sharifah Azizah |
| author_facet | Cai, Jinchi Osman, Syuhaily Haron, Sharifah Azizah |
| author_sort | Cai, Jinchi |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Background: Social media drives marketing, with users turning into influencers, leading to influencer marketing. As human influencers (HIs) and virtual influencers (VIs) exist, understanding why individuals follow HIs or VIs is crucial. Methods: Literature on followers’ motivations were found in Scopus and CNKI databases, and the sample was collected manually. Data extraction and summarization followed search, screen, select, critical appraisal, and thematic analysis, using the Modified PRISMA 2020 flow diagram and MMAT tool as guides. Findings: Twenty-one articles were reviewed, revealing seven motivations for following both HIs and VIs. The followers of HIs are primarily driven by meeting their own needs, while those following VIs are often motivated by curiosity about the identity of the VIs, their operators, and underlying technology. Conclusion: Current research explores followership motivation for HIs, with a limited focus on VIs. As the field of VIs is still relatively under-researched, future research could further expand the exploration of the impact of VIs and their relationship with followers. |
| first_indexed | 2025-11-15T14:31:09Z |
| format | Article |
| id | upm-116838 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:31:09Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1168382025-04-16T06:51:11Z http://psasir.upm.edu.my/id/eprint/116838/ Why did i become a social media follower? an integrative literature review Cai, Jinchi Osman, Syuhaily Haron, Sharifah Azizah Background: Social media drives marketing, with users turning into influencers, leading to influencer marketing. As human influencers (HIs) and virtual influencers (VIs) exist, understanding why individuals follow HIs or VIs is crucial. Methods: Literature on followers’ motivations were found in Scopus and CNKI databases, and the sample was collected manually. Data extraction and summarization followed search, screen, select, critical appraisal, and thematic analysis, using the Modified PRISMA 2020 flow diagram and MMAT tool as guides. Findings: Twenty-one articles were reviewed, revealing seven motivations for following both HIs and VIs. The followers of HIs are primarily driven by meeting their own needs, while those following VIs are often motivated by curiosity about the identity of the VIs, their operators, and underlying technology. Conclusion: Current research explores followership motivation for HIs, with a limited focus on VIs. As the field of VIs is still relatively under-researched, future research could further expand the exploration of the impact of VIs and their relationship with followers. 2024-07-06 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/116838/1/116838.pdf Cai, Jinchi and Osman, Syuhaily and Haron, Sharifah Azizah (2024) Why did i become a social media follower? an integrative literature review. International Journal of Academic Research in Business and Social Sciences. ISSN 2222-6990; E-ISSN: 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/21882/Why-Did-I-Become-a-Social-Media-Follower-An-Integrative-Literature-Review 10.6007/ijarbss/v14-i7/21882 |
| spellingShingle | Cai, Jinchi Osman, Syuhaily Haron, Sharifah Azizah Why did i become a social media follower? an integrative literature review |
| title | Why did i become a social media follower? an integrative literature review |
| title_full | Why did i become a social media follower? an integrative literature review |
| title_fullStr | Why did i become a social media follower? an integrative literature review |
| title_full_unstemmed | Why did i become a social media follower? an integrative literature review |
| title_short | Why did i become a social media follower? an integrative literature review |
| title_sort | why did i become a social media follower? an integrative literature review |
| url | http://psasir.upm.edu.my/id/eprint/116838/ http://psasir.upm.edu.my/id/eprint/116838/ http://psasir.upm.edu.my/id/eprint/116838/ http://psasir.upm.edu.my/id/eprint/116838/1/116838.pdf |