A study of the motivation to follow social media influencers

Abstract

The present research study has been carried out for analysing the key motivations behind following social media influencers. The study has been conducted through following quantitative research method and primary data were collected from 93 respondents. Based on analysis, it is found that there are few aspects which are considered as important while following social media influencers. The respondents show motivation of following social media influencers while focusing on characteristics of social media influencers, follower characteristics, style of video and hot pot. There is a significant impact of all these motivational factors on motivations to follow social media influencers. Due to the advancement of technology and emergence of social media, there is a significant evolvement in social media influencers.