Are social media “Influencers” leaders? Exploring student perceptions of social media influencers in the context of leadership and followership

Purpose This purpose of the study was to investigate, analyze, and make meaning of student perceptions of social media influencers in the context of leadership and followership. Design/methodology/approach We investigated whether students perceive social media influencers as leaders, their perceptions of the difference between followers and fans, and the degree of responsibility influencers have over their followers’ behaviors. Existing qualitative data were obtained from n = 41 participants for the study. We used elements of phenomenology within a single case study design (introductory leadership course) to thematically review and analyze students’ discussion posts and agree on common themes. Findings Our findings show that most students do not believe influencers are leaders based on value differences between influencers and leaders broadly. Students perceived followers as more actively engaged than fans based on their ability to work alongside leaders, while fans are more passive by only consuming and admiring influencers’ content. Lastly, most students noted that influencers are responsible for the behaviors of their followers and should have more awareness of their power and influence online. Originality/value As social media continues to influence the perceptions of the younger generations of leaders, our findings seek to provide insights into the evolving and dynamic nature of leadership and followership in the digital age.