Storytelling on Social Media

Abstract

[eng] This paper gives definitions of concepts such as social media, influencers, various types of social media influencers, and the credibility model on which they are based. Furthermore, it connects all of said concepts and tries to see how advertised content posted by social media influencers works on people, and how said contect can have an impact on the credibility of the social media influencer, which can have further impact both on the service or product that is being advertised, and also on the influencer themselves. Additionally, a short questionnaire from various participants is also included in this paper, which gives us an insight of what social media users think about social media, influencers and advertised content.