Public thesis defense of Pauline Claeys

Doctoral Commission in Economics and Management Sciences

The Rector of UCLouvain and the Doctoral Commission in Economics and Management Sciences announce that Ms. Pauline Claeys will publicly support her dissertation, for the title of Doctor in Economics and Management Sciences of UCLouvain.

Essays on the Impact of Social Media Influencers on their Followers

Based on four essays, this thesis aims to gain a better understanding of the impact of social media influencers' (SMIs) content strategies on the perceptions, behaviors, and well-being of their followers. More specifically, with the first essay, we explore followers' consumption habits, as well as their perceptions of SMIs' partnerships and drivers of influence. In the second essay, we demonstrate the positive impact of parasocial interaction - an illusion of friendship between followers and SMIs - on attitude towards the SMI but also on purchase intentions and explain the underlying process through perceived intrinsic motivations. In the third essay, we show the limit of SMIs' influence by explaining the negative impact of frequent dissatisfaction with endorsed products on purchase intentions for future endorsed products. We also examine the role of credibility and parasocial interaction in the process. The last essay extends our knowledge on the SMIs’ influence incorporating an original psychosocial perspective. We demonstrate that maintaining SMIs’ genuineness positively impacts followers’ well-being and purchase intentions. We explain this process through upward comparison and self-esteem.

For the good organisation of this event, please inform Pauline Claeys of your presence.