The Influence of Social Media Influencers: Understanding Online Vaping Communities and Parasocial Interaction through the Lens of Taylor’s Six-Segment Strategy Wheel

Abstract

The purpose of this research is to increase understanding of Taylor’s six-segment strategy wheel (SSSW) by exploring how message strategy makes use of commenters’ parasocial interactions (PSIs) with social media influencers (SMIs). Recent research findings have concluded that younger viewers often consider PSIs/parasocial relationships (PSRs) to be highly similar to their social interactions/relationships. To understand this phenomenon, the research explores the dynamics of the vaping community, because SMIs are a primary means of product information. Vaping companies use SMIs who are known only to the collective group of like-minded peers to create a loyal audience. The present study uses research from the SSSW and PSIs to understand persuasive cues while watching a video featuring an SMI.

KEYWORDS:

• Appeals
• celebrity
• interactive advertising formats
• parasocial interaction
• social media
• vaping

Additional information

Notes on contributors

Emory S. Daniel

Emory S. Daniel, Jr. (Ph.D, Dakota State University) is an assistant professor, Appalachian State University.

Elizabeth C. Crawford Jackson

Elizabeth C. Crawford Jackson (PhD, University of Tennessee, Knoxville) is an associate professor, North Dakota State University.

David K. Westerman

David K. Westerman (PhD, Michigan State University) is an associate professor, North Dakota State University.