ABSTRACT
In the 2020 U.S. presidential race, social media influencers, popular users who promote products and services to large followings, became another area in which to expand political campaigns’ marketing strategies. As political influencers became more involved in discussing the election and promoting their favored candidate on social media, many rose to a level of fame and notoriety themselves. This study draws on theories of celebrity politics, trans-mediated parasocial relationships, and authenticity to outline how voters have become active political influencers on behalf of their favored candidate. Using constant comparative analysis methods, this study explored the content created by political influencers on Twitter and TikTok in the 30 days leading up to the presidential election. Through these inductive qualitative findings, it is argued political influencers foster community and cultivate support for their favored candidate while maintaining their own popularity through three main tactics: telling their truth, utilizing humor, and creating and maintaining boundaries.
