posted on 2025-01-22, 04:13authored bySunidhi Dhyani
This study investigates the impact of social media influencers’ (SMIs) gender diversity on social media users’ engagement, with a specific focus on the mediating role of perceived authenticity and the moderating role need for uniqueness. Addressing a gap in extant literature, data were collected via an online experiment testing two scenarios, a gender binary influencer versus a gender diverse influence, using AI generated images. A total of 426 Australian consumers were involved in the study. Data analysis was conducted using SPSS version 27, revealing social media influencers’ gender significantly affects social media engagement with greater engagement reported for the gender binary influencer. The proposed mediating effect of perceived authenticity and the moderating effect of need for uniqueness were not supported by the findings. The results underscore valuable insights for both theory and practice concerning social media marketing strategies. Further, the study offers directions for future research and suggestions to brands for enhancing social media engagement of users through influencer marketing.
History
Table of Contents
Chapter 1: Introduction -- Chapter 2: Literature review and hypothesis development -- Chapter 3: Methodology -- Chapter 4: Research findings -- Chapter 5: Implications and conclusion -- References -- Appendix A. Questionnaire -- Appendix B. Ethics approval
Awarding Institution
Macquarie University
Degree Type
Thesis MRes
Degree
Master of Research
Department, Centre or School
Department of Marketing
Year of Award
2024
Principal Supervisor
Cynthia Webster
Additional Supervisor 1
Elham Siuki
Rights
Copyright: The Author
Copyright disclaimer: https://www.mq.edu.au/copyright-disclaimer