Relation Between Influencer Marketing and Strong Triadic Closure
With social media on the rise and becoming a pivotal platform for information, market researchers delved into the effects of homophily between social media influencers and their constituents on advertisement and intent to purchase. They discuss in the article how companies have started to switch their focus from traditional advertisement to using influencers as a medium and spokesperson for their products. By sponsoring different influencers they are able to target larger audiences through influencers as they can relate to their audience on a more personal level. This stronger connection allows companies to capitalize by placing any said influencer as the face of the product to their audience.
This phenomenon of companies increasing sales through influencers falls right in line with Strong Triadic Closure Property. The property states that for every two strong ties that a node has, there is a link between them, being either strong or weak. This is mirrored in the research findings with the companies, influencers, and their target audience being the main three nodes. Homophily, “…defined as the similarity between entities in binary relationships” is the driving force behind a strong connection between an influencer and their followers”. Because followers may see similarities in their influencers, they tend to feel closer to them and even view them as a friend subconsciously. Companies have a similar relationship with the influencer only rather through sponsorships. This mutual strong tie with the influencer allows for a connection to form between the followers and the company. Allowing companies to profit more through social media marketing.
Article Link: https://www.sciencedirect.com/science/article/abs/pii/S0969698921004707#!