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Paper Number
2104
Paper Type
Completed
Description
Digital micro-influencers (DMIs) seem to drive social commerce as they connect with customers in tier-II towns better than others. The extant literature on the efforts and work processes of DMIs is limited. The present study fills the gap through a qualitative study in India. Using the persuasion knowledge model as a guiding framework, nineteen qualitative in-depth interviews with the DMIs were conducted and analyzed using thematic analysis. The study finds that understanding the target (target knowledge) helps DMIs in selecting appropriate brands (topic knowledge) and creating compelling content (persuasion knowledge), leading to social commerce. Also, topic knowledge assists persuasion knowledge. The study further offers insights into the nature of the motivators on the DMIs in the light of organismic integration theory. Theoretical and managerial implications for future research are provided.
Recommended Citation
Hoor, Munsifa and Ilavarasan, Vigneswara, "How are Digital Micro-Influencers Driving the Social Commerce?" (2023). ICIS 2023 Proceedings. 1.
https://aisel.aisnet.org/icis2023/emobilecomm/emobilecomm/1
How are Digital Micro-Influencers Driving the Social Commerce?
Digital micro-influencers (DMIs) seem to drive social commerce as they connect with customers in tier-II towns better than others. The extant literature on the efforts and work processes of DMIs is limited. The present study fills the gap through a qualitative study in India. Using the persuasion knowledge model as a guiding framework, nineteen qualitative in-depth interviews with the DMIs were conducted and analyzed using thematic analysis. The study finds that understanding the target (target knowledge) helps DMIs in selecting appropriate brands (topic knowledge) and creating compelling content (persuasion knowledge), leading to social commerce. Also, topic knowledge assists persuasion knowledge. The study further offers insights into the nature of the motivators on the DMIs in the light of organismic integration theory. Theoretical and managerial implications for future research are provided.
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22-Digital