Content creators as social influencers: predicting online video posting behaviors

HIGHLIGHTS

• What: This study examines whether the "creative influencer`s environment" impacts motivations for posting videos online, alongside the gratifications derived from such activity. The authors focus on the types of content that "creative influencers" often feature in the videos they post on social media (e_g, social issues, one`s own image)-as outcomes-alongside motivations and gratifications for posting videos online. The authors examine several indicators of these influences, e_g, community attachment, perceived quality of life (Jeffres et_al 2015), and cosmopoliteness (Jeffres et_al 2004), all of which have been empirically linked to media behaviors. Much of the . . .
  

   

  

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