Influencers as political agents? The potential of an unlikely source to motivate political action

Abstract The impact of social media influencers (SMIs) on brand-related outcomes has been well researched, yet whether this influence also impacts political participation and what role the relationship between SMIs and their audiences play has not been sufficiently examined to date. Basing this study on the Balance Model, I investigated the potential of an unlikely vs. a likely source and the role of similarity with a SMI based on a shared topic interest to elicit the intention for political action in an experimental study (n = 222). The perceived similarity with the SMI was examined as a mediator and the role of the shared topic interest with the SMI as a potential moderator. The results indicate that a likely source for political information generated a greater topic fit. The perceived similarity with the source depended on the shared topic interest between the source and the participants. This is a key finding, as perceived similarity with the source in turn predicted the intention to take political action, which positively activated participants who shared the topic interest of the unlikely source even if they did not indicate a topic interest in politics. Thus, a shared interest with a SMI might make even those not interested in politics more open to political participation.