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EMAC 2023 Annual

Archetypes of Social Media Influencers on YouTube and User Engagement

Published: May 24, 2023


Renato Hübner Barcelos, Université du Québec à Montréal; Ana Cristina Munaro, Pontifícia Universidade Católica do Paraná PUCPR; Eliane Francisco-Maffezzolli, Pontifical Catholic University of Paraná, Curitiba Campus (PUCPR); João Pedro Santos Rodrigues, Pontifícia Universidade Católica do Paraná (PUCPR); Emerson Cabrera Paraiso, Pontifícia Universidade Católica do Paraná (PUCPR)


Social media influencers have become a global phenomenon. However, current marketing literature needs to provide a clearer picture of how influencer profiles with specific patterns of personal characteristics and linguistic styles impact user engagement. To help solve this gap, we collected data from 11,177 videos and 134 YouTube channels belonging to the world’s top influencers. We then processed this data using machine learning techniques, automated content analysis, manual coding, and clustering analysis. As a result, we identified six different archetypes of influencer behaviour based on their personal characteristics and the linguistic style of their content. Furthermore, by showing that each archetype is significantly associated with varying levels of user engagement, our results inform the literature on influencer marketing and assist marketing planners aiming for different objectives in their campaigns.