Narratives and Strategies Employed by Social Media Influencers: A Structural Equation Model Approach

DOI

10.2991/978-2-38476-444-0_22How to use a DOI?

Keywords

Influencer marketing; Media narratives; Social media engagement; Chinese Douyin

Abstract

Scholars examines the narratives and strategies employed by social media influencers on Instagram for branding promotion. They categorizes Instagram influencers’ narratives into three main types: focusing on personal life and relationships; offering professional advice on fashion and beauty; and highlighting video content to demonstrate expertise. However, the existing researches are the lack of attention to the narrative of influencers’ advertising content on Chinese platforms such as Douyin. Therefore, current study intends to reveal the impact of these narratives on public engagement and the effectiveness of sponsorship disclosure.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaoyu Zhang
PY  - 2025
DA  - 2025/07/10
TI  - Narratives and Strategies Employed by Social Media Influencers: A Structural Equation Model Approach
BT  - Proceedings of the 3rd International Conference on Language and Cultural Communication (ICLCC 2025)
PB  - Atlantis Press
SP  - 184
EP  - 190
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-444-0_22
DO  - 10.2991/978-2-38476-444-0_22
ID  - Zhang2025
ER  -