Investigating the Application of Values and Development of Common Values in Order to Increase the Social Capital of Influencers: A Case Study of Influencers on Instagram Social Network

Document Type : Research/Original/Regular

Authors

1 MSc. Student, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran

2 Assistant Professor, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran

Abstract

Considering the fundamental role of values ​​as one of the dimensions of social-capital, the undeniable effect of shared-values ​​on social-capital, and the importance of networks and social norms in it, the purpose of this study is to answer these questions: “What are the values ​​that influencers most commonly disseminate in their target communities using their high social-capital?”, “Which values ​​are most desirable in their target communities?” and “Have they been successful in developing shared-values with their audience?” We also examined the role of context in value system prioritization. This research was conducted in the context of Instagram social network. The sample consisted of 240 Instagram posts that were extracted by non-probability purposive sampling method. First, eight influencers with the highest social-capital were selected, their posts during 3 years were reviewed, and their top 10 posts each year (in terms of desirability for the audience, determined based on the Likes) were selected. This field-based research is qualitative in terms of data type, exploratory in terms of certainty, and applied in terms of findings. It is unique in social-capital studies as it focuses on values ​​as one of the dimensions of social capital and examines the shared-values ​​that play a key role in increasing social-capital. It has also achieved valuable and practical results about the most common values that domestic and foreign influencers with the most social-capital have disseminated, as well as the priority of desirable values in these societies. It has also found that influencers have largely failed to develop shared-values with their target communities. Finally, it has been shown that the value system is different in different societies.

Keywords

Main Subjects

References

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Social Capital Management
Volume 8, Issue 1
April 2021
Pages 151-179

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