In this day and age, social media has found itself to
be at the centre and the main platform that individuals in society turn to for
their news, information, and entertainment purposes. Social media platforms
have helped thousands of families reunite and keep in touch all around the
world. In more recent times, social media has allowed a new gateway for
business and bloggers to promote and advertise their business online at no
extra cost. With a click of a button social media ‘posts’ can reach hundreds of
thousands of users online in a second. That is real power.


But why are social media users/influencers so popular? (Herring,Scheidt,Bonus&Wright,2005)
argue that over the past few years the popularity of blog posts has transformed
from ‘obscurity to immense popularity’. This may be because as technology
progresses there are new and more advanced platforms for people to show their
individuality and share their life or everyday experiences with the rest of the
world. They go on to state that blogs by social media influencers are more
popular as they are easily accessible, inexpensive, flexible and more
interactive with their consumers, compared to the past with print or TV media.
One can state that social media has officially taken over society as social
networking is predominantly the medium that majority of individuals use to receive
their news, knowledge, personal , or entertainment purposes.

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Moreover, (Richard E. Petty and John Cacioppo,1986)
developed the elaboration likelihood model is applied through motivation and
reasoning. Social influencers may use this model to help influence and create
an impression towards their ‘followers’ and fans on social media. This model consists
of two parts: firstly, the centrally routed messages; this is where one would
become motivated as they are paying attention to the social influencer, they
then enhance their thought process into a conscious view thus creating a ‘central
route’ to deciding, thus leading one to alter their outlook and adopt upon the
influencers proposal. And secondly, peripheral messages; this is where
individuals concentrate on the influencers emotional involvement, persuading us
(the audience) to feel closer and almost empathetic about the same situation,
this may be because one admires certain characteristics of the influencer.


From this one may also state, that in the past it was
mostly celebrity figures that were social influencers as they would endorse
brands and because of their fame, the social media platform allowed individuals
to connect with them. However, within society today this is not always the
case, with the help of social media platforms such as Instagram and Twitter
almost anyone can become a influencer. So long as your ‘posts’ are captivating
and interesting or even if you are catering to simply one category of interests
like baking or makeup for instance, you are able to transform your life and
create a huge ‘following’ of audience online. Where real individuals are ready
to listen to your every word and follow your every step of the way. Additionally,
brands are ready to send these individuals their products to test out test and
endorse to their fanbase.




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