Understanding influence from the influencer’s perspective: examining leadership, attributes and dedication in social media influencers

Purpose This study explores a previously marginal aspect of research on social media influencers: their self-perception regarding the factors influencing their performance. In a context where the influence of these digital agents is intensifying, shaping opinions, consumption patterns and cultural trends, previous literature has mainly focused on the consumer’s perspective. To address this gap, this study aims to evaluate how knowledge-oriented leadership, opinion leadership (OL), content attributes, personal characteristics and dedication to social platforms are perceived as triggers of effectiveness in networks Design/methodology/approach This study uses a qualitative comparative approach using fuzzy set qualitative comparative analysis (fsQCA) on a sample of 20 influencers promoting products or services, with a follower base exceeding 20,000 users. In addition, this paper includes a case study analyzing these three influencers. Findings The results suggest that attributes related to content quality and effective OL are perceived as more decisive in social performance than personal characteristics and dedication. These findings enrich the understanding of the process of building and maintaining digital influence. Originality/value It has been evidenced that knowledge-oriented leadership and personal characteristics, such as physical and social attractiveness, also play significant roles in the effectiveness of influencers on social networks.