New media and social influencer engagement on lifestyle and political content

Abstract

In this digital era, having the latest technology is no longer a sole measurement in deciding the success of the tool. The effectiveness is measured on how it can contribute to a better lifestyle, including able to minimise cost and generate revenue at the same time. A social influencer is a group of people who have taken advantages of technology, namely Social Network Sites (SNSs) to their benefit. With the right persona, social influencer can carry both opinions and actions to influencer their followers. The aim of this project paper is to: (1) Understand the acceptance towards lifestyle content and political content that are promoted by social influencers where analysis of agreement and disagreement occurred between two parties; and (2) Act as a future reference on how content direction can be developed better by social influencer regardless on the subject matter that they are championing. The review of literature is based on the current status of a marketing plan by a traditional medium as well as the emergence of digital marketing segment. The review also discussed the characteristics of social influencer that includes their background and track record in performance as a social influencer. In this research, it is revealed the important criteria needed by a social influencer in delivering both types of content involving lifestyle and political content with credibility as the most mentioned. The study concluded by suggesting proper content strategy and content placement, even on a traditional medium to compliment the role of new media and social influencer.