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.
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Social media influencers, Non-binary, Gender, Identity
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DOI
https://doi.org/10.1016/j.chb.2024.108498