How not who: Message strategies adopted by celebrities v/s social media influencers

Abstract

The popularity of social media platforms changed influencer marketing. Social media influencers also became opinion leaders. Brands can choose between traditional celebrities and social media influencers for their marketing campaigns. The present research compares the brand-related video content (n = 638) on YouTube of celebrities and social media influencers in the fashion and food industry. Taylor’s message strategy, narrative transportation, and persuasion are used as content analysis frameworks. The analysis shows a difference in the message strategies adopted by celebrities and social media influencers according to the intent. The study presents implications for practitioners for creating effective branding campaigns.