Research Article

Examining the Perspective Investigation of Social Media Influencers on Social Media

Pawan Rajderkar¹ and Prachita Patil²*

¹Sem VI Student, Department of Management, Dr. Ambedkar Institute of Management Studies & Research, Nagpur, India

²Assistant Professor, Department of Management, Dr. Ambedkar Institute of Management Studies & Research, Nagpur, India

Submission: April 11, 2024; Published: April 24, 2024

*Corresponding author: Prachita Patil, Assistant Professor, Department of Management, Dr. Ambedkar Institute of Management Studies & Research, Nagpur, India

How to cite this article: Pawan Rajderkar and Prachita Patil*. Examining the Perspective Investigation of Social Media Influencers on Social Media. Acad J Politics and Public Admin. 2024; 1(3): 555563. DOI:10.19080/ACJPP.2024.01.555563.

Abstract

In the past 5-7 years, social media and social media influencers. have become more important in the personal lives of regular people. In this sense, viewers and influencers play two important roles. As a researcher, my goal is to investigate how individuals view social media and the influencers on it in their lives by taking that impression and thoroughly testing it using various criteria. To determine its impact on people’s personal lives, 350 regular people were polled. To ascertain the impact and relationship between the personal lives of sensible people and the impact of these technical variables, organized data is gathered. Many regular people, journalists, and students may find this study useful in understanding the impact of social media and social media influencers.

Keywords: Social Media; Society; Online impact; Education; Social Media Influencers; Youth; India

Introduction

In the current scenario, Gen Z’s, in particular, are currently obsessed with social media, and as a result, it has taken on a significant role in their daily lives. Social media is a virtual platform that allows users to communicate, connect, and influence individuals all over the world. Social networking is the ideal tool for someone who wishes to investigate things electronically. In addition, those that create and upload any form of content and have a large following are referred to as influencers or content creators. This interactive platform becomes a top priority in this world full of virtual activity because it allows access to faraway regions as well. Politicians, social activists, actors, businesspeople, medical specialists, athletes, educators, and members of many other communities use this platform to gain notoriety, raise awareness, and connect with people all over the world. Globally, there were 4.26 billion social media users in 2021, and that figure is predicted to rise to 6 billion by 2026. For many of the influencers out there, this has turned into a way to demonstrate one’s involvement in society, lifestyle, and desire to learn and experience new things. Social media has a wide range of additional influences on society as a whole. Its nature, existence, functioning, viewpoints, benefits, drawbacks, viewership, etc. are some of the topics that we covered in this research paper.

Social media’s pervasive impact on the dynamic landscape extends beyond personal relationships. Instant communication facilitates the rapid spread of information, making it a powerful tool for spreading awareness and initiating social change Entrepreneurs use these platforms to mobilize support for and provide causes a global society united by shared values and aspirations flourishes. Additionally, there has been an industry revolution, with entrepreneurs and businesses leveraging the power of social media to promote brands and customer engagement The ability to reach a large audience in real time has enabled marketing new approaches have emerged. New forms of reaction and digital marketplaces have been developed. On a more personal level, the constant connectivity that social media provides has led to an increase in communities that seem to focus on shared interests and interests Whether it’s gaming, fashion, or a hobby uniquely, individuals find like-minded communities online, creating a sense of belonging and camaraderie that they engage with. This network has redefined how people explore and articulate their identity, transcending geographic boundaries and traditional social norms. However, the pervasive impact of social media is not without its challenges. The phenomenon of “digital fatigue” and concerns about privacy and misinformation have become inherent features of this virtual landscape. As the platform continues to evolve, it will be important for balancing the benefits of connectivity and addressing the associated issues.

Review of Literature

The literature on attitudes toward social media and influencers uncovers the diverse motivations driving users to participate in online forums. Early studies by Joinson [1] and Preece [2] established that individuals seek social interaction, finding a sense of community and connection in the digital realm. Subsequent research by Ellison [3] and Nonnecke and Preece [4] expanded the scope, revealing information consumption as a driving force, positioning forums as knowledge-sharing platforms. Influencers, recognized as pivotal figures in shaping user attitudes, play a transformative role in the digital landscape. Studies by Abidin [5] and De Veirman [6] emphasize that influencers’ unique perspectives on content credibility and authenticity significantly impact audience perceptions. Beyond entertainment, influencers become trusted sources for information dissemination and trendsetting Khamis [7], highlighting their influential role in shaping digital landscapes. The dynamics of content credibility and authenticity in the influencer-user relationship require ongoing examination. Sundar and Limperos [8] and Flanagin and Metzger [9] explore the nuanced balance influencers must strike between maintaining authenticity and meeting audience expectations. Authenticity emerges as a currency in the digital age, with users valuing transparent and genuine content. The interplay between influencers’ personal branding and audience expectations shapes the evolving dynamics of content consumption. Identity, both individual and collective, emerges as a crucial focal point in understanding the impact of social media. Marwick and Lewis [10] and Boyd [11] discuss the active role users play in shaping and projecting identities within the digital space. Influencers become symbolic representations of certain identities, contributing to the construction of online communities Senft [12].

Research Hypothesis

Null Hypothesis (HO): There is no significant difference in the perception of social media influencers on social media, and users do not perceive them differently in terms of credibility, trustworthiness, or authenticity.

Alternate Hypothesis (Ha)

There is a significant difference in the perception of social media influencers on social media, with some users considering them credible and trustworthy while others perceive them as overly promotional and lacking authenticity.

Null Hypothesis (HO)

People’s perception of social media and social media influencers is not influenced by their social media usage behavior, including the frequency of liking, sharing, and commenting on content, as well as the type of content they engage with.

Alternate Hypothesis (Ha)

People’s perception of social media and social media influencers is influenced by their social media usage behavior, including the frequency of liking, sharing, and commenting on content, as well as the type of content they engage with.

Research Methodology

The overall study was quantitative wherein analysis was interpreted in graphical representation. The Sample Size of study was 350. especially the targeted audience was youth. The region targeted was Central India. The Primary Data was gathered through Surveys/questionnaires were distributed to the sample of students to gather information about their current skills and their understanding of the importance of soft skills and Secondary data were acquired from different sources such as websites, articles, and literature reviews. The data collected were analyzed using quantitative qualitative analysis techniques. Google Forms were used for survey questionnaires and Microsoft Excel was used for the quantitative data analysis.

Data Analysis and Interpretation

In our research as shown in the pie chart below, the majority of the users ie. 61.2 % of the users are FEMALE, however, 38.8% of the users are MALE (Chart 1).

c1

In our study when we asked about what social media platform is more preferred, 78.1% people preferred INSTAGRAM, 18% of them preferred WHATSAPP, 2.3% of them preferred FACEBOOK & 1.6% showed their preference towards SNAPCHAT (Chart 2).

While doing our study the next question was asked about the time spent by the individuals on social media per day in which 55.5% if the people stated that they spend around 1-3 hours on social media platform, 17.2% people spend less than 1 hour, 16.4% people spend 3-5 hours a day & 10.9% people spends more than 5 hours a day using social media (Chart 3).

The next thing we found out in our study is that the content different from the mainline content is preferred by 41.4% of the people which includes lifestyle, sports, entertainment, humour, stories, etc. Whereas 25% of the people watch MEMES, 21.1 % prefers EDUCATIONAL content and 12.5% of the people watches TECHNOLOGICAL content on social media (Chart 4).

In the study we asked when or not the usage of social media is unproductive in whatever ways in which 45.3% of the people stated that MAYBE it can be unproductive, 24.2% people stated they DISAGREE on the statement that social media can me unproductive, 17.2% people AGREE that social media can be unproductive (Chart 5).

Further in the study we asked that is social media the rising factor in one’s life and 53.9% people AGREE on that, 23.4% people think MAYBE it’s a rising factor & 18.8% people STRONGLY AGREE on the statement that social media is rising factor in one’s life (Chart 6).

In our study the next thing we asked was that do people think that if viewership is impacted by gender specified influencer and 37.5% people stated that MAYBE viewership is impacted by gender specified influencer, 25.8% people AGREE & 21.9% people DISAGREE that viewership is impacted by gender specified influencer (Chart 7).

While doing our study we asked that is its true social media can be used for wrongful purposes & wrongful publicity in which 32.8% people AGREE & stated MAYBE in the same amount that social media can be used for wrongful purposes and publicity whereas 20.3% people STRONGLY AGREE that social media can be used for wrongful purposes and publicity (Chart 8).

As we go further, the question was that do people think if social media is just a trend and won’t sustain for a long time where 48.4% people said YES, 26.6% people said NO & 25% of the people said MAYBE social media is just a trend and won’t sustain for a long time (Chart 9).

Key Findings

Positive Perception

In India, social media is widely used, and many people recognize its benefits. According to some study (by Kantar IMRB) 87% of internet users in India use social media and 84% of those users believe that social media has a good influence on their life.

Negative Perception

However, social media is also thought of negatively in India. According to research by the Centre for Media Studies, 56% of internet users in India believe that social media sites are to blame for the dissemination of false information. Furthermore, studies have connected the use of social media with adverse mental health outcomes like depression and anxiety.

Perceived Authenticity

Another crucial element is the social media influencers’ perceived legitimacy. According to a survey (by Wavemaker), 75% of Indian consumers are more likely to trust an influencer who has utilised the product they are advocating, and 82% of Indian consumers believe that influencers should only promote goods they genuinely believe in.

Influencer Impact

Influencers on social media have a big say on how Indian consumers behave. According to a research by the Influencer Marketing Hub, 70% of Indian consumers have bought anything after hearing a Suggestion from an influencer.

Perceptions of Paid Partnerships

Another significant difficulty in India is how compensated partnerships are seen. In addition to requiring the disclosure of sponsored collaborations, the Advertising Standards Council of India (ASCI) has published guidelines on influencer marketing. However, adherence to these nukes is not always consistent, and there are worries that influencer content that is a result of a paid partnership may be viewed as less authentically. Overall, there are many different elements that affect social media and social. media influencers are recognized in India. Even though many people see social media of having a positive influence, issues like fake news and misinformation, mental health, authenticity, and transparency in influencer marketing keep raising questions. Key findings from the literature on the perception of people about Social-media and social media influencers.

Conclusion and Discussion

Exploring the complex world of social media and influencers shows a blend of human interaction in the digital era. As individuals visit various platforms in search of connection and knowledge, their beliefs are influenced by an exchange of trust, authenticity, and the influence of our digital personas. While social media influencers hold significant impact, they also bring challenges regarding transparency and the authenticity of their content. To succeed in this dynamic nature of Environment needs a deep understanding of how people interact in this online world. Moreover, it is important to tackle these complexities and build an online space that not only engages & teaches but also values real connections.

Limitations

i. The data for the research is collected by Questionnaire method of Sampling and not the Interview Method which is Random Sampling.

ii. The data for the research is collected from Nagpur Urban Region only.

iii. The research was conducted in a limited time period.

iv. The entire research was done on a quantitative basis.

v. The research is limited to limited data due to time constraint.

References

1. Joinson (2008) Looking at, looking up or keeping up.
2. Preece (2000) Online communities: focusing on sociability and usability.
3. Ellison (2007) The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication 12(4): 1143-1168.
4. Nonnecke, Preece (2003) Electronic Survey Methodology: A Case Study in Reaching Hard-to-Involve Internet Users. International Journal of Human-Computer Interaction 16(2): 185-210.
5. Crystal Abidin (2016) Visibility labor: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia 161(1).
6. Marijke De Veirman (2017) Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising 36(5).
7. Khamis (2017) Self-Branding, “Micro-Celebrity” and the Rise of Social Media Influencers. Celebrity Studies (8)2.
8. Sundar, Limperos (2013) Uses and Grats 2.0: New Gratifications for New Media. Journal of Broadcasting & Electronic Media 57(4).
9. Flanagin, Metzger (2013) Credibility and trust of information in online environments 57: 210-220.
10. Marwick, Lewis (2017) Media Manipulation and Disinformation Online.
11. Boyd (2014) It’s Complicated: The Social Lives of Networked Teens.
12. Senft (2008) Camgirls: Celebrity and Community in the Age of Social Networks.