Follower Segment Responses Towards Monetization Strategies in Influencer Marketing
(A2026-133179)

AUTHORS

Kyuree Kim, Oklahoma State University; Suhyoung Ahn, Yonsei Institute of Symbiotic Life-TECH; Angie Lee, Auburn University; Joseph Kim, Oklahoma State University

ABSTRACT

Numerous social media platforms now offer members-only content with paid exclusive access and direct financial support options to influencers through donations or tipping. This study identifies latent consumer profiles based on engagement patterns of following influencers and examines how these profiles differ in their intentions to purchase memberships and provide financial support. Latent profile analysis revealed four distinct segments. Findings indicate that the two highly engaged segments showed significantly higher membership intention than the other two segments. Both groups also showed greater engagement with other followers than with the influencer directly, whereas the two less engaged groups demonstrated the opposite pattern. The most highly engaged group was the smallest in size but had significantly higher financial contribution frequency compared to the other three segments. This study extends relationship marketing by offering insights for sustainable influencer monetization through membership and financial support features on social media platforms.