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Exploring influencee resonance with social media influencers
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613588189872128 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/103037 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:30.789Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/103037 Exploring influencee resonance with social media influencers Kleyn, Nicola ichelp@gibs.co.za Kramer, Loren Beth UCTD Sustainable Development Goals (SDGs) Influencee Resonance Social Media Influencers Authenticity Parasocial Relationships Brand Engagements Mini Dissertation (MBA)--University of Pretoria, 2024. The rise of social media has redefined consumer engagement, with social media influencers (SMIs) emerging as powerful intermediaries shaping audience behaviours, perceptions and brand relationships. This study explores influencee resonance, focusing on the psychological, social, and narrative factors that drive varying levels of connection between influencees and influencers. Resonance determines the depth and longevity of the influencee-influencer relationship, shaping not only engagement patterns but also the extent to which influencees internalise, trust, and act upon the content they consume. It investigates how authenticity, transparency, shared experiences, values, and aspirations contribute to the strength of resonance, influencing consumer trust and engagement. Using a qualitative, exploratory research design, this researcher conducted semi-structured interviews with twelve South African social media users, applying thematic analysis via ATLAS.ti to identify patterns in influencee-influencer relationships. Findings reveal that authenticity, consistency, and relatability are fundamental to deep resonance, fostering long-term trust and engagement. Influencees who experience deep resonance often integrate influencers into their self-identity, drawing personal inspiration and validation from their content. Conversely, shallow resonance is driven by entertainment or aesthetic appeal, with engagement remaining passive and transient. Factors such as perceived inauthenticity, commercialisation, and misalignment with audience expectations diminish resonance, leading to disengagement. This study contributes to theoretical discourse on digital influence by applying Parasocial Relationship Theory, Social Influence Theory and applying the model of Brand Resonance to explain the evolving nature of influencee-influencer dynamics and introducing a typology for the types of resonance. From a practical perspective, the findings provide actionable insights for brands and influencers, emphasising the need to foster genuine connections, maintain narrative consistency, and align content with audience values to enhance engagement, loyalty, and consumer-brand trust in influencer marketing. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure SDG-08: Decent work and economic growth 2025-06-30T06:59:30Z 2025-06-30T06:59:30Z 2025-09 2025-03-04 Mini Dissertation * A2025 http://hdl.handle.net/2263/103037 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Sustainable Development Goals (SDGs) Influencee Resonance Social Media Influencers Authenticity Parasocial Relationships Brand Engagements Exploring influencee resonance with social media influencers |
| title | Exploring influencee resonance with social media influencers |
| title_full | Exploring influencee resonance with social media influencers |
| title_fullStr | Exploring influencee resonance with social media influencers |
| title_full_unstemmed | Exploring influencee resonance with social media influencers |
| title_short | Exploring influencee resonance with social media influencers |
| title_sort | exploring influencee resonance with social media influencers |
| topic | UCTD Sustainable Development Goals (SDGs) Influencee Resonance Social Media Influencers Authenticity Parasocial Relationships Brand Engagements |
| url | http://hdl.handle.net/2263/103037 |