Communication of the identity of women riding Motorcycles is an influencer

Abstract

The objectives of this research study divided into three parts: studying identities of women riding large motorcycles as an influential group (target group), studying the communication of the identities of the target group using media, and studying the perception of the identities of the target group in qualitative and quantitative manners. In this study the concept of digital marketing is used. Influencers and brand archetypes are the main objects for the study’s discussion. The qualitative data was collected using social media aggregation methods by observing and monitoring the target group’s behaviors and communications, in-depth interviews from three key informants, and collecting quantitative data on social media as well. The key information of this research study was collected from 400 people of the target group. These collected data were analyzed using descriptive statistics and the Exploratory Factor Analysis (EFA).

The results of the research study illustrate that the identities of women riding large motorcycles as an influential group can be divided into five groups: the Seeker, the Innocent, the Companion, the Rebel, and the Sage. The motivations of using online media of the studied group are divided into three parts: for self-reflection and image-building, for utility, and for information-gathering and problem solving. Based on the communication analysis, outstanding brand identities are concluded as follow: the Companion, the Mother, and the Rebel. At the end the perception of the identities of the studied group shows that followers recognize the brand's prototype in five brand traits: Explorer Girls, Classy Women, Girl Next Door, Bad Girl, and Thinker Women.