Celebration of Scholars
Media Richness Theory and Social Media Influencers: How the Selection and Role of Influencers Impacts Small Business Marketing
Name:
Jaclyn Lindquist
Major: Public Relations and Communication
Hometown: Rockford, IL
Faculty Sponsor: Colleen Palmer
Other Sponsors: Dr. Lynn Brownson
Type of research: Senior thesis
Abstract
Social media has become a leading channel for businesses to maximize their reach to their desired publics. One tool that is growing in popularity is the use of social media influencers. Past research shows expressing your message to the right influencers can promote brands through testimonials which will build brand credibility (Weiss, 2014). In fact, younger generations will trust advice from a stranger of their peer network over a marketing professional (Gillin, 2007). A key theory used in this study is media richness theory (Dennis & Kinney, 1998) which discusses the importance of medium selection to fit the desired task or mission of a business. Incorporating nonverbal communication, timely feedback, varying languages, and creating a personal focus are all components to consider while rating the strength of a medium (Dennis & Kinney, 1998). This study will include detailed research on the history of social media influencers as well as a content analysis of select influencers in large and small business marketing. Quantitative methods are used to uncover the quantity of businesses utilizing social media influencers and their effects on sales and driving the intended publics to the products being sold.
Submit date: Feb. 25, 2019, 11:58 a.m.