Influencer as a modern initiator of social actions. Case of The Body Positive Movement
Objectives The authors were inspired by the new phenomenon of socially responsible initiatives, created by pro-socially oriented influencers. Analysis of international reference books has revealed a research gap existing in this field. The area for the conducted studies was a conceptually separate p...
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| Format: | Article |
| Language: | English |
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Wyższa Szkoła Gospodarki Euroregionalnej im. Alcide De Gasperi
2023-07-01
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| Series: | Journal of Modern Science |
| Subjects: | |
| Online Access: | https://www.jomswsge.com/Influencer-as-a-modern-initiator-of-social-actions-Case-of-The-Body-Positive-Movement,167970,0,2.html |
| _version_ | 1797678247310262272 |
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| author | Sylwia Joanna Kuczamer-Kłopotowska Zuzanna Kraus |
| author_facet | Sylwia Joanna Kuczamer-Kłopotowska Zuzanna Kraus |
| author_sort | Sylwia Joanna Kuczamer-Kłopotowska |
| collection | DOAJ |
| description | Objectives
The authors were inspired by the new phenomenon of socially responsible initiatives, created by pro-socially oriented influencers. Analysis of international reference books has revealed a research gap existing in this field. The area for the conducted studies was a conceptually separate part of the Instagram community, related to pro-social activities. Dichotomous purposes of the paper include: in the epistemological aspect: definition of a new category of social media influencers focusing their interests and activities in social media on social issues, in the empirical aspect: exemplification of the aforementioned phenomenon in pro-social activities of a Polish influencer who represents the international The Body Positive Movement.
Material and methods
The research was conducted primarily in the qualitative aspect. Individual In-depth Interview, Internet content analysis and research of secondary sources were conducted.
Results
The studies indicate the existence of niche initiatives among social media influencers who create typical pro-social profiles on Instagram. This category of social media influencers, described and conceptually distinguished, can be called pro-social influencers (pro-social SMI). From the perspective of premises of the Social Influence Theory, analysis of relations between the studied pro-social influencer and her followers showed establishment of particularly durable, emotionally-charged relationships among people with similar views and cherished values.
Conclusions
The study results and conclusions presented by the authors may offer an incentive for further in-depth studies focused on influencers as the modern initiators of social activities. |
| first_indexed | 2024-03-11T22:56:58Z |
| format | Article |
| id | doaj.art-b6ece7c4de2a45cd980c21bffdb1b11f |
| institution | Directory Open Access Journal |
| issn | 1734-2031 2391-789X |
| language | English |
| last_indexed | 2024-03-11T22:56:58Z |
| publishDate | 2023-07-01 |
| publisher | Wyższa Szkoła Gospodarki Euroregionalnej im. Alcide De Gasperi |
| record_format | Article |
| series | Journal of Modern Science |
| spelling | doaj.art-b6ece7c4de2a45cd980c21bffdb1b11f2023-09-21T15:37:30ZengWyższa Szkoła Gospodarki Euroregionalnej im. Alcide De GasperiJournal of Modern Science1734-20312391-789X2023-07-0151252855110.13166/jms/167970167970Influencer as a modern initiator of social actions. Case of The Body Positive MovementSylwia Joanna Kuczamer-Kłopotowska0https://orcid.org/0000-0003-4781-0118Zuzanna Kraus1University of Gdańskbrak afiliacjiObjectives The authors were inspired by the new phenomenon of socially responsible initiatives, created by pro-socially oriented influencers. Analysis of international reference books has revealed a research gap existing in this field. The area for the conducted studies was a conceptually separate part of the Instagram community, related to pro-social activities. Dichotomous purposes of the paper include: in the epistemological aspect: definition of a new category of social media influencers focusing their interests and activities in social media on social issues, in the empirical aspect: exemplification of the aforementioned phenomenon in pro-social activities of a Polish influencer who represents the international The Body Positive Movement. Material and methods The research was conducted primarily in the qualitative aspect. Individual In-depth Interview, Internet content analysis and research of secondary sources were conducted. Results The studies indicate the existence of niche initiatives among social media influencers who create typical pro-social profiles on Instagram. This category of social media influencers, described and conceptually distinguished, can be called pro-social influencers (pro-social SMI). From the perspective of premises of the Social Influence Theory, analysis of relations between the studied pro-social influencer and her followers showed establishment of particularly durable, emotionally-charged relationships among people with similar views and cherished values. Conclusions The study results and conclusions presented by the authors may offer an incentive for further in-depth studies focused on influencers as the modern initiators of social activities.https://www.jomswsge.com/Influencer-as-a-modern-initiator-of-social-actions-Case-of-The-Body-Positive-Movement,167970,0,2.htmlsocial marketingsocial media influencer (smi)pro-social smisocial influence theorybody positive movement |
| spellingShingle | Sylwia Joanna Kuczamer-Kłopotowska Zuzanna Kraus Influencer as a modern initiator of social actions. Case of The Body Positive Movement Journal of Modern Science social marketing social media influencer (smi) pro-social smi social influence theory body positive movement |
| title | Influencer as a modern initiator of social actions. Case of The Body Positive Movement |
| title_full | Influencer as a modern initiator of social actions. Case of The Body Positive Movement |
| title_fullStr | Influencer as a modern initiator of social actions. Case of The Body Positive Movement |
| title_full_unstemmed | Influencer as a modern initiator of social actions. Case of The Body Positive Movement |
| title_short | Influencer as a modern initiator of social actions. Case of The Body Positive Movement |
| title_sort | influencer as a modern initiator of social actions case of the body positive movement |
| topic | social marketing social media influencer (smi) pro-social smi social influence theory body positive movement |
| url | https://www.jomswsge.com/Influencer-as-a-modern-initiator-of-social-actions-Case-of-The-Body-Positive-Movement,167970,0,2.html |
| work_keys_str_mv | AT sylwiajoannakuczamerkłopotowska influencerasamoderninitiatorofsocialactionscaseofthebodypositivemovement AT zuzannakraus influencerasamoderninitiatorofsocialactionscaseofthebodypositivemovement |