Social media has found itself to be themain platform that individuals in society turn to for their news, information,and entertainment. Social media platforms have helped thousands of families keepin touch all around the world. In recent times, social media has acted as a gatewayfor businesses and bloggers to promote their business online at no extra cost. Witha click of a button social media ‘posts’ can reach hundreds of thousands ofusers online within a second. (Herring,Scheidt,Bonus&Wright,2005)argue that over the past few years the popularity of blog posts has transformedfrom ‘obscurity to immense popularity’. This may be because as technologyprogresses there are new and more advanced platforms for people to show theirindividuality and share their life or everyday experiences with the rest of theworld. They go on to state that blogs by social media influencers are morepopular as they are easily accessible, inexpensive, flexible and moreinteractive with consumers, compared to the past with print or TV media.

Onecan state that social media has officially taken over society as socialnetworking is predominantly the medium that majority of individuals use to readnews, seek knowledge, and have for personal and entertainment purposes. Moreover, (Petty&Cacioppo,1986)developed the elaboration likelihood model which is applied through motivationand reasoning. Social influencers may use this model to help influence andcreate an impression towards their ‘followers’ and fans on social media. This modelconsists of two parts: firstly, centrally routed messages; this is where onewould become motivated as they are paying attention to the social influencer,they then enhance their thought process into a conscious view thus creating a ‘centralroute’ to deciding, leading one to alter their outlook and adopt upon theinfluencers proposal.

Secondly, peripheral messages; this is where individualsconcentrate on the influencers emotional involvement, persuading the audienceto feel closer and almost empathetic about the same situation, this maybe becauseone admires certain characteristics of the influencer. From this one may also state, that inthe past it was mostly celebrity figures that were social influencers as theywould endorse brands and because of their fame, the social media platformallowed individuals to connect with them. However, within society today this isnot always the case, with the help of social media platforms such as Instagramand Twitter almost anyone can become an influencer. So-long as your ‘posts’ arecaptivating and interesting or even if you are catering to simply one categoryof interests like baking or makeup for instance, you are able to share yourlife/ interests and create a huge ‘following’ of audience online. Where realindividuals are ready to listen to your every word and follow your every stepof the way.

Additionally, brands are ready to send these individuals theirproducts to test out and endorse to their fan base.  Furthermore, a social media influenceron Instagram known as ‘Chakabars’ has a following of 621,000. Chakabars is agreat social influencer as the content he blogs and ‘posts’ about is not newsthat is usually presented on the large prominent media platforms such as;Print, TV or radio. Chakabars ensures that the information and news that he isposting is true and relevant to today. He posts of worldly affairs; wars, poverty,health, having a positive mind set and much more. Chakabars is popular onsocial media as he is a great positive influence on individuals all around theworld, he acts as a charity and promotes equal rights for all human beings,regardless of race and ethnicity. He lives a simple life, a raw whole foodsplant based diet, he is a firm believer in seeking knowledge and truth. Chakabarsalso believes that individuals have the power to change and save this ‘dyingplanet’, as he states that we as human beings are our own worst enemy and areon the forefront of global warming.

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He argues, through growing and farming ourown organic fruits and vegetables we can help promote healthy living and help eliminatepoverty. Moreover, his unique way of thinkingand way of life is very thought provoking and motivational, aligned to the tenantsof the Elaboration Likelihood Model. He creates a sense of hope for manyindividuals that together, through loving ourselves and creating a better lifefor those around us we in turn, create a better way of life for ourselves, whichis why he has created such a huge following. This can be related to both phasesof the model; the centrally routed and peripheral. Although, Chakabars is unemployed hehas begun projects around the world building dams, providing vegetationequipment and food necessities financed through donations and support throughhis following online.

He argues that the media does not always promote thetruth and tends to manipulate information that is being fed out. He states that’we should be our own media and create our own media’ as a response to thosewho told him going to Somalia would be too dangerous, but in-fact it is a very warmand welcoming place. In this way, Chakabars practises what he preaches andmotivates individuals to look inside themselves and become better forthemselves and for the future of their offspring. Chakabars’s success is purelybecause individuals too want to better their health, lifestyle and the planet. Thiscan be seen in line with the peripheral messages as his followers becomeemotionally involved in his journey creating an empathetic feeling towards himand his work.

 Overall, Chakabars’s popularity is dueto his unique and genuine outlook on life. Some may even describe his posts tobe addictive as it influences and inspires individuals to live and embrace hisway of thinking. Therefore, social media influencers are today’s new phenomenon,assuming the role of leaders of knowledge and current affairs.  People are consumed in materialism andconstantly bombarded with commercial and political media that they forget aboutreal life issues such as the planet and our own health. However, influencerslike Chakabars help humble and bring to light issues that are ignored and not advocatedby mainstream media, highlighting causes that are important such as poverty andhealth, he encourages his followers to seek their own knowledge and questionthe mainstream media. Thus, Chakabars is transforming peoples mind sets andenforcing new ways of interpreting news media and commercialism and leading alarge following of people on his journey of making the world a better place andat the same time encouraging his followers to do so and in doing so he hascreated a new form of leadership.                                   Bibliography Changingminds.

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cios.org/encyclopedia/persuasion/Helaboration_2routes.htm Accessed 18 Dec. 2017. Digital Business Strategy – AdvancedMaster – GEM Grenoble ecole de management. (2017). What is the impactof Social Media Influencers?.

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