Humans innately bond with their "tribe."
Influencers, viewed as tribe members, drive engagement.
Beyond content, followers seek norms.
Non-compliance with norm suggests brain-felt rejection.
Humans innately seek control, linking it to survival.
While choice doesn't always mean power, our minds equate them.
By choosing influencers, we control content consumption, feeling empowered.
Trusting an influencer implies they have correct information, potentially altering our attitudes.
Creators can induce psychological conformity through perceived authority and cultural connection.
Influencers connect personally through intimate content, making followers feel linked.
Direct exchanges enhance trust, equating influencers to friends.
They effectively resonate with receptive audiences.
When unwell, friends help, making us happy.
Similarly, supporting influencers feels like aiding a friend.
Our innate drive to assist makes influencer marketing effective.
Influencer marketing taps basic instincts and emotions.
It's amplified word-of-mouth where trust and narrative dominate.
Digital platforms enhance innate feelings and relationships, ensuring its enduring relevance.