Social Media Influencers as Human Brands

Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships. Methodology: Quantitative methods were applied in this research. A combination of Spearman’s rank correlation coefficient, and Pearson’s correlation coefficient were employed on the collected data. Theoretical Perspective: This study establishes a nexus between the streams of brand personality, consumer-brand identification, and brand trust by drawing on the literature of Aaker (1997), Ashforth and Mael (1992), and Chaudhuri and Holbrook (2001). It also links this nexus to the topics of human branding and influencer marketing. Empirical Data: A cross-sectional study deployed via a digital survey was used on a sample of US participants (n=100) where a five-point Likert scale was used to measure their level of agreeance with statements regarding social media influencers as human brands. Conclusion: Influencer brand personality was proven to affect follower-influencer identification and influencer trust. More specifically, Sincerity and Competence were identified to be the most significant dimensions in strengthening both follower-influencer identification and influencer trust. This indicates that brand personality can be used as a tool to enhance relationships between followers and influencers in the social media influencer context

Can a Legitimacy Crisis Ruin Brand Authenticity?

Purpose: The aim of this study is to explore the effect of changes within traditional production methods, caused by legitimacy crises, on brand authenticity. Design/Methodology/Approach: This research is based on a multi-case study within the leather, ivory and fine wine industry. To evaluate the purpose of this study, literature as same as primary data, in form of a qualitative research, was used. Findings: Within this study we found out that a legitimacy crisis can have effects on brand authenticity, if it eliminates important values of the core values. Key findings were similar within all industries. Therefore heritage, quality commitment, craftsmanship and consistency can be named as important factors with the highest influence of a brand’s authenticity. Research Limitations: The results of this research are difficult to generalize, due to the small sample size. Originality/Value: This research paper creates a connection between brand authenticity and legitimacy, with focus on legitimacy crisis. It provides new findings about the consumers perception of changes within traditional production methods and materials on the brand authenticity