Exploring Motivations of Social Media Influencers in Content Production

Abstract

This chapter examines the underlying motivations that propel the creation of content by social media influencers. Social media influencers have emerged as individuals of considerable power, capable of moulding consumer sentiments, affecting brand interactions, and exerting influence. A comprehensive comprehension of the motivations of influencers is imperative for businesses and marketers aiming to establish fruitful collaborations with them. It analyzes the various motivations that drive influencers to generate content. These motivations encompass personal enthusiasm, monetary rewards, the aspiration for recognition, and the quest for originality. This study examines how these incentives affect the authenticity and calibre of influencer-generated content and analyzes the ramifications for strategic business communication. Through case studies and discussions, this chapter illuminates the intricacies of influencer motivations and provides valuable perspectives for organizations seeking to establish fruitful collaborations with influencers.