Meet Tony: A PhD Student Exploring Social Media Influencer Well-Being at Edinburgh Napier University
We’re excited to introduce Tony, a second year PhD student at Edinburgh Napier University whose research explores the impact of social media on the well-being of influencers.
After a career in digital literacy and online safety projects, Tony is delving deep into understanding the pressures faced by micro-influencers. Particularly, the stresses related to balancing brand partnerships and maintaining personal, reciprocal relationships with their followers.
Tony’s PhD title is “Exploring the Impact of Influencer Marketing Commercialization and Trans-Parasocial Relationships on the Burnout of Social Media Influencers” supervised by Elaine Mercer-Jones, Reika Igarashi & Ashleigh Logan-McFarlane.
We caught up with Tony to learn more about his journey and the motivation behind his research.
What Sparked Your Interest in Pursuing a PhD?
Tony’s journey began with his involvement in digital literacy projects, especially those focused on promoting safe social media usage. He noted a major shift in how people express themselves online compared to face-to-face interactions. “Social media is a whole different world,” he explains, where people often take risks and express things they wouldn’t in person. This observation led him to explore social media’s impact on individuals, particularly the dangers of viral trends. One pivotal moment that solidified Tony’s interest was the 2021 “milk crate challenge” on TikTok. This dangerous trend, where people stacked milk crates and climbed them, led to numerous injuries. Despite warnings from doctors, many continued to participate, hoping to gain attention or become influencers. This made him realise more research in this area is needed. Tony shares It’s not just about regulating social media; we need to understand the unique pressures these platforms put on people.
Research Focus: Understanding Burnout and Micro-Influencers
Tony’s research is centred around the effects of social media on well-being, specifically exploring burnout among social media micro-influencers. His study investigates how influencers navigate their relationships with followers and brands, while managing the pressures of maintaining a dual relationship with their audience and adhering to brand expectations. “Micro-influencers have 10,000 – 100,000 followers. The aim of my research is to understand how the pressure to maintain these relationships with followers, along with the expectations from brands, impacts their well-being,” he explains. Social media influencers face a unique set of challenges that aren’t typically seen in other professions. Influencers not only need to maintain regular, reciprocal interactions with their followers but also face increasing pressure from brands to promote products in specific ways. “This can lead to stress and burnout, and I want to better understand how they cope with these challenges.”
What is The Aim of your Research?
The main aim of Tony’s research is to examine how the pressure influencers experience, from maintaining social media relationships to meeting brand demands, impacts their mental health. One aspect of the study is identifying coping mechanisms that influencers use to manage the stress specific to their jobs. Tony explains that, unlike professions like teaching or healthcare, there’s little research on burnout in the influencer industry, despite it becoming a legitimate career path for many. By shedding light on these stresses, Tony hopes to provide a greater understanding to all influencers and provide methods to better manage their well-being, similar to the support systems in place for more traditional careers.
Why did you Choose Edinburgh Napier for your PhD?
For Tony, the decision to pursue his PhD at Edinburgh Napier University was an easy one. Having completed his master’s degree at Edinburgh Napier University, he had a positive and enriching experience that made him feel at home. Tony Explains that Napier offers incredible support, whether it’s academic, career, or well-being-related. “The Business School, where I am based, is diverse and inclusive, and the staff genuinely care about students’ feedback and improvement.” The support system at Edinburgh Napier made it the ideal place to continue his academic journey.
Tony also shared the positive impact of Edinburgh Napier University’s continue support since undertaking his PhD through the encouragement for students to participate in and organise conferences, both internally and externally. Tony’s involvement in organising a global conference and attending various academic events has been a key part of his development. Tony explains, “The university supports students in every way, from helping us attend conferences to ensuring our safety and well-being during travel”.
Best Advice Received During The PhD Journey
Tony shared the most valuable advice he received during his PhD journey came from a lecturer in marketing, Kyle Andrews. When attending The Global Brand Conference, Kyle told Tony, not to become overly focused on his PhD, make sure to rest and make time for things you enjoy. This advice helped Tony maintain balance and avoid burnout during the intense phases of his research. Tony explained that often the PhD journey seems never-ending, “but I’ve learned to take breaks and prioritise my own well-being.”
Unusual Hobbies: Unwinding Through Adventure
When he’s not working on his research, Tony enjoys adventurous hobbies that help him unwind from the pressures of academia. He’s passionate about outdoor activities and has found Scotland to be the perfect place for his adventurous spirit. Whether it’s cold-water swimming in winter, camping on a mountain summit, or hiking Ben Nevis, he loves immersing himself in nature. His love for nature has helped him in finding a great hiking community to be a part of ‘Black Scottish Adventures’ https://blackscottishadventurers.com/ where he has made lasting friendships within the hiking and outdoor community. These activities provide a much-needed mental break from his PhD, offering moments of peace and clarity away from academic stress.
In Conclusion
Tony’s journey towards understanding the intersection of social media and well-being highlights the increasing pressures that influencers face in the modern digital world. His research promises to provide valuable insights into the unique challenges of this contemporary career and offer guidance for influencers to better manage stress and avoid burnout. As he continues his journey at Edinburgh Napier University, Tony’s academic pursuits are not only contributing to a growing field of study but also to the broader conversation about the impact of social media on mental health.