2026-09-20T14:11:47Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/1328362025-10-30T17:03:44Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Juanjuan Zhang.
Wang, Anping,
M. S.M.
Massachusetts Institute of Technology.
Massachusetts Institute of Technology. Integrated Design and Management Program.
Massachusetts Institute of Technology. Engineering and Management Program.
System Design and Management Program.
Massachusetts Institute of Technology. Integrated Design and Management Program
Massachusetts Institute of Technology. Engineering and Management Program
2021-10-08T16:58:57Z
2021-10-08T16:58:57Z
2020
2020
https://hdl.handle.net/1721.1/132836
1263351103
Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and Management Program, May, 2020
Cataloged from the official version of thesis.
Includes bibliographical references (pages 114-117).
Social media influencer marketing, which is a new marketing method that takes on the idea of celebrity endorsement, is a growing phenomenon. The ever-increasing influence of social media as seen in society today places it as a key modern-day content-driven marketing movement. The atmosphere of different social media platforms, the persona of influencers, and the qualities of influencers' posted content are all possible factors that have an impact on the outcomes of influencer marketing. This thesis explores the following questions: Are there any differences between short-video and traditional social media platforms on the influencer persona establishment? What, if any, are the reasons for the differences regarding persona establishment from both the audiences' and the influencers' points of view? How do influencer personae affect the decision-making processes of their audiences, and are there methods that can quantify those influences? Presented in the thesis are A) The definitions and subsequent analyses of different social media platforms, influencers, personae from human-centered design, and behavioral marketing research aspects; B) Interviews and surveys of influencers and audiences on personae topics; C) Influencer-audience interaction data collections and analyses; D) The development process of a method that quantifies influencer personae evaluations.
by Anping Wang.
S.M. in Engineering and Management
S.M.inEngineeringandManagement Massachusetts Institute of Technology, System Design and Management Program
117 pages
eng
Massachusetts Institute of Technology
MIT theses may be protected by copyright. Please reuse MIT thesis content according to the MIT Libraries Permissions Policy, which is available through the URL provided.
http://dspace.mit.edu/handle/1721.1/7582
Integrated Design and Management Program.
Engineering and Management Program.
System Design and Management Program.
Influencer persona and audience engagement : an analysis of the user decision-making differences between traditional and short-video-based social media
Analysis of the user decision-making differences between traditional and short-video-based social media
Thesis
application/pdf
2021-10-08T16:58:57Z
Publication
Master
SysDes
unknown
unknown
<Publication xmlns="https://www.openaire.eu/cerif-profile/1.1/" id="53b5958a-757b-4cf4-a558-aa538adc09dc">
<Type xmlns="https://www.openaire.eu/cerif-profile/vocab/COAR_Publication_Types">http://purl.org/coar/resource_type/c_1843</Type>
<Language>eng</Language>
<Title>Influencer persona and audience engagement : an analysis of the user decision-making differences between traditional and short-video-based social media</Title>
<Subtitle>Analysis of the user decision-making differences between traditional and short-video-based social media</Subtitle>
<PublishedIn>
<Publication>
</Publication>
</PublishedIn>
<PublicationDate>2020</PublicationDate>
<Authors>
<Author>
<DisplayName>Wang, Anping,
M. S.M.
Massachusetts Institute of Technology.</DisplayName>
<Affiliation>
<OrgUnit>
</OrgUnit>
</Affiliation>
</Author>
</Authors>
<Editors>
</Editors>
<Publishers>
<Publisher>
<DisplayName>Massachusetts Institute of Technology</DisplayName>
<OrgUnit />
</Publisher>
</Publishers>
<License>http://dspace.mit.edu/handle/1721.1/7582</License>
<Keyword>Integrated Design and Management Program.</Keyword>
<Keyword>Engineering and Management Program.</Keyword>
<Keyword>System Design and Management Program.</Keyword>
<Abstract>Social media influencer marketing, which is a new marketing method that takes on the idea of celebrity endorsement, is a growing phenomenon. The ever-increasing influence of social media as seen in society today places it as a key modern-day content-driven marketing movement. The atmosphere of different social media platforms, the persona of influencers, and the qualities of influencers' posted content are all possible factors that have an impact on the outcomes of influencer marketing. This thesis explores the following questions: Are there any differences between short-video and traditional social media platforms on the influencer persona establishment? What, if any, are the reasons for the differences regarding persona establishment from both the audiences' and the influencers' points of view? How do influencer personae affect the decision-making processes of their audiences, and are there methods that can quantify those influences? Presented in the thesis are A) The definitions and subsequent analyses of different social media platforms, influencers, personae from human-centered design, and behavioral marketing research aspects; B) Interviews and surveys of influencers and audiences on personae topics; C) Influencer-audience interaction data collections and analyses; D) The development process of a method that quantifies influencer personae evaluations.</Abstract>
<Access xmlns="http://purl.org/coar/access_right"
>
</Access>
</Publication>