The influencer can be seen as an example of modern day Word-of-Mouth advertising. Influencers are profiles online who make money from ads and collaborations with companies, brands and products. If we look at the psychological findings of Dichter (1966), what kind of "speaker's motivation" would an influencer have?

The influencer can be seen as an example of modern day Word-of-Mouth advertising. Influencers are profiles online who make money from ads and collaborations with companies, brands and products. If we look at the psychological findings of Dichter (1966), what kind of "speaker's motivation" would an influencer have?

The influencer can be seen as an example of modern day Word-of-Mouth advertising. Influencers are profiles online who make money from ads and collaborations with companies, brands and products. If we look at the psychological findings of Dichter (1966), what kind of "speaker's motivation" would an influencer have?



Answer: It depends on the influencer (speaker) and the company/brand/product s/he advertises. There are different motives in different cases. One cannot connect a specific motivation to a certain group of people, rather on an individual, object- and/or context-based level.


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