Brand Endorsers with Role Model Function

Social media influencers (SMIs) are taking on new roles in the communication environment of their followers as persuasive agents, opinion leaders, brand endorsers, and role models. Taking a look from perspective SMIs agents persuasion attempt advertising literacy, our study has three aims. First, we provide insight into SMIs‘ self-perception opinion-leading endorsers. Second, discuss extent to which use this awareness knowledge about model function for particular young followers. Finally, show how actively construct persona relationship with is based around identity. The results 15 semi-structured, guideline-based interviews conducted 2019 German working different subject areas (e.g., fitness, fashion, travel, family) that literate. aware multiple (understanding one‘s roles: conceptional dimension), reflect persona‘s (role interpretation: attitudinal dimension). Therefore, majority create content persona, well followers, construction: performance