Influencer Persona as Critical Identity: Construction, Audience Engagement and Sociocultural Implications for Social Media Celebrities in Rivers State

Ihuoma; Ugochi Chukwuka; Prof. F. A. Amadi; Harcourt W. Dike PhD; C. J. Njoku PhD

doi:10.56201/rjmcit.vol.12.no7.2026.pg58.71

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Influencer Persona as Critical Identity: Construction, Audience Engagement and Sociocultural Implications for Social Media Celebrities in Rivers State

Ihuoma, Ugochi Chukwuka, Prof. F. A. Amadi, Harcourt W. Dike PhD, C. J. Njoku PhD

Abstract

This study examined Influencer Persona as Critical Identity: Construction, Audience Engagement and Sociocultural Implications for Social Media Celebrities In Rivers State It investigated how influencer identities are created, maintained, interpreted and sustained within the dynamics of contemporary social media platforms. The study was guided by key theoretical frameworks including Dramaturgical Theory, Labelling and Identity Theory and Micro-Celebrity and Self- Branding Theory. A mixed-method approach was adopted, combining survey and interview. From a population of approximately 3,331,604 Rivers youths, a sample of 384 respondents were chosen for the quantitative data collection while 9 influencers were purposively chosen for the interview. Questionnaire and interview guide were the instruments for data collection. The quantitative data were analysed using descriptive statistics, while the qualitative data were examined thematically to identify recurring patterns in influencer identity construction, audience interpretation and structural influences. The findings revealed that influencer personas are deliberately constructed through strategic self-presentation, visual branding, storytelling, selective disclosure and continuous audience engagement. Influencers were also found to rely heavily on platform algorithms, engagement metrics and sponsorship opportunities to sustain visibility and relevance. E-ISSN 2545-529x Structural factors such as algorithmic visibility, platform policies, competition and economic incentives were also found to significantly shape influencer survival and content production. The study concludes that influencer culture in Rivers State operates as a highly performative and commercially influenced system of identity construction, where visibility and success are determined by the interplay of branding strategies, audience perception and platform governance. It highlights both the positive implications of influencer culture, such as creativity and entrepreneurial motivation and its negative effects, including comparison culture, material aspiration and identity performance pressure among youth audiences. Keyword: Critical Identity: Influencer, Influencer Persona, Social Media Celebrity, Social Cultural, Audience Engagement.

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Influencer Persona as Critical Identity: Construction, Audience Engagement and Sociocultural Implications for Social Media Celebrities in Rivers State

Abstract

References

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