The Making of a Social Media Influencer: an Exploratory Study

Date of Award

5-2025

Document Type

Thesis

Department

Management and Marketing

First Advisor

Garo Agopian

Abstract

Social media influencers (SMIs) have become pivotal in shaping consumer behavior and bridging the gap between brands and audiences in the modern digital world. This thesis investigates the traits that distinguish successful SMIs, emphasizing their audience engagement techniques, authenticity, and self-presentation strategies. It explores how SMIs with at least 100,000 followers on TikTok and Instagram develop a strong presence on social media with a devoted following. By integrating quantitative data collection and analysis—specifically follower counts and engagement metrics— with qualitative content analysis of SMI characteristics, this study investigates the key strategies and traits that contribute to their success in building loyal audiences, fostering engagement, and driving impactful marketing outcomes. There is an emphasis on the relevance of authenticity, social proof, and audience connection in the transition from traditional advertising to influencer-driven marketing. The results are intended to provide a comprehensive understanding of what defines a SMI in today’s digital age, shining light on the key attributes and strategies that contribute to their influence, engagement, and success in the evolving world of social media.

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