Acquiring Social Media Influence: A Clubhouse Study

Abstract

The most mentioned person on social media (SM) in today’s marketing is the social media influencer (SMI). They have been able to create an industry valued at $216 million within another (advertising). However, almost no attention has been paid to the process through which they achieve their status. This article adopts descriptive analysis to reveal how some Nigerian Clubhouse SMIs acquired influence/followership. The SMIs’ were observed for 6 months. The study revealed a well-planned logical process for acquiring influence, not just content creation posited by many scholars.

Keywords: Celebrity capital, Clubhouse, moderator/influencer, SM, and SMI.

DOI: 10.7176/EJBM/14-10-10

Publication date:May 31^st 2022