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Perception of non-binary social media users towards authentic non-binary social media influencers

Date

2024-11

Authors

Meston, Madison
Williams, David

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Computers in Human Behavior

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Article

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Abstract

This paper explores an authentic way for brands to connect with the non-binary community, an understudied and underserved audience. With a call for better representation, this study is the first to investigate what role non-binary social media influencers (SMIs) may play in filling this gap. Using Interpretative Phenomenological Analysis, non-binary social media users were interviewed on their perceptions, thoughts, and feelings of non-binary SMIs. Three superordinate themes were discovered: (1) Motivations for following non-binary SMIs, (2) Popularity Factors of non-binary SMIs, and (3) Representation of the community through non-binary SMIs. The findings may be paired with existing literature to provide a basis for future research on influencer marketing to the non-binary community.

Description

Keywords

Social media influencers, Non-binary, Gender, Identity

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DOI

https://doi.org/10.1016/j.chb.2024.108498

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