Instagram Influencers Research Articles

How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.

The Role of Influencers During the Covid-19 Pandemic on Social Media Instagram

During the Covid-19 pandemic, Indonesia needs suitable media and communicators to prevent the spread of the covid-19 virus. Therefore, as a social media with several users, Instagram has given birth to massive influencers to spread information digitally. Influencers' existence on social media Instagram can impact anyone, including their followers, by uploading content by inserting educational and socialization messages. This study explores the role of several influencers on Instagram to help the government prevent the spread of the covid-19 virus. The research was conducted qualitatively with a literature review approach and indirect interviews with influencer followers. The results show that influencers' role impacts their followers based on the content they have uploaded and the information they write on their Instagram social media. The educational content on Instagram influencers that are most viewed and responded to contains the importance of washing hands and using hand sanitizers, masks when going out, and education about the importance of social distancing. Influencers content that get the most reactions and viewers are disseminating education about according to the SOP when leaving the house. Several uploads of influencers who go directly to the field to help each other prevent the spread of the Covid-19 virus.

Personal Branding on Social Media: The Role of Influencers

This research paper aims to establish a connection between the concept of Personal Branding and Social Media, understanding how in the 21st-century people do their personal branding through Social Media, taking into account the role of Digital Influencers on Instagram. It is to be expected that these individuals, given their social status, make good personal branding. The methodology approach used was a qualitative one, developed through an interview with 25 questions and counting with 10 responses, half woman, and half male. The interviewees were Portuguese Instagram Influencers. Some conclusions that were possible to draw were that becoming an Influencer is something well thought, people do intentional personal branding, they often plan their content, consider the impact of their actions on others, the number of followers is important when addresses to job opportunities. In the perspective on how Influencers build that online presence, the main factors mentioned are consistency, authenticity/genuineness, and interaction with the audience.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.

Commercial Limits to Personality: Instagram Influencers and Commoditized Content Receptivity

Social media influencers-individuals who utilize various forms of network power on social networks occupy a unique identity space. On the one hand, their network power is often tied to their social identity as creators of engaging material. On the other hand, their ability to promote commercial products and services steps outside the traditionally distinct commercial–social, occupational–personal divides. In this work, the network morphologies of influencers are explored in relation to their delivery of sponsored and non-sponsored content. This article explores how the disclosure of content as ‘sponsored’ affects audience reception. We show how that the promotion of content on social media often generates higher levels of engagement and receptiveness amongst their audience despite the platform’s assumption of organic non-commercial relationships. We find that engagement levels are highest among smaller out-degree networks. Additionally, we demonstrate that sponsored content not only returns a higher level of engagement, but that the effect of sponsorship is relatively consistent across out-degree network sizes. In sum, we suggest that social media audiences are not sensitive to commercial sponsorship when tied to identity, as long as that performance is convincing and consistent.

The Influence Of Social Media In Learning English For Hospitality And Tourism Students

<p><strong><em> </em></strong></p><p><em> Since the beginning of the pandemic, education is challenged with the new method of online learning. With regards with the intervention of technology to the learning field, both students and teachers are able continue the teaching and learning process with several adjustments along the side. Social media can be one of the powerful tool during this process. Information such as text and visual are accessible based on these platforms. Therefore gaps between the what has been known and yet unknown is getting narrower. English as the main language in hospitality industry takes an important role in having an effective communication. From practice to the business world, the authenticity of information is also important. Based on the needs reviewed, the following study is discussing about the influence of social media, especially Facebook and Instagram toward the students language learning. The participants are taken from 63 Hospitality and Industry – Bunda Mulia University students who were taking General English as one of their course subjects. Results shown that most the students agree and extremely agree on how social media influence their language learning in various perspectives. Therefore as conclusions, educators as well teachers are encouraged to support their students in expressing their English whenever they use the social media platforms.</em></p>

Pengaruh Instagram Terhadap Keputusan Berkunjung Wisatawan Milenial Di Pantai Pandawa, Bali


 
 
 Pandawa Beach, one of the famous tourist attractions and visited by many tourists, is located in the southern part of Bali Island, precisely in Kutuh Village, Badung Regency, which offers a beautiful beach between solid cliffs and white sand. The tourist can also enjoy water attractions and culinary at beachside restaurants while enjoying the beach view. Pandawa Beach has turquoise water hidden behind sturdy limestone cliffs, stretching white sand and calm waves. This is an instagramable and worth sharing place on Instagram and is one of the factors for millennial tourists visiting Pandawa Beach. Therefore, millennial tourists who take photos on Pandawa Beach and upload them on Instagram will influence other millennials to visit Pandawa Beach. Based on these phenomena, the purpose of this study is to determine the influence of Instagram on millennial tourists decision to visit Pandawa Beach. The research method used is a quantitative approach. Data collection was carried out by means of a questionnaire, an observation, and a literature study. Data were analyzed with correlation analysis and hypotheses using the t test. The results of this study indicate that Instagram has a strong influence on millennial tourists decision to visit Pandawa Beach.
 Keywords: Influence, Instagram, Visit Decision, Millennial Tourists, Pandawa Beach
 
 

Taxation of Instagram Influencers

<p>This scientific article discusses issues related to the taxation of Instagram influencers. Its main objective is to define how the influencers’ incomes should be taxed. To achieve this primary purpose, the partial objective is defined to give the list of (legal) cooperation contracts between the marketers and influencers. The hypothesis that there is no need to adopt new specific tax law norms to tax influencers’ incomes properly, at least in developed countries, was confirmed. All jurisdictions are taxing influencers’ incomes. It is always necessary to focus on the content of the relationship generating influencer’s income, as the principle of priority of content over form must be used. The tax liability is influenced only by the tax base. The tax rate and other structural components of the tax remain the same for different types of incomes. Generally, it is always better for the influencer to have a trading license (to be a businessman) than tax his/her incomes as incomes from copyright. Incomes from dependent activities based on labour law contract or occasional incomes are not probable for a typical influencer, and still, the taxation in this way is not really favourable. The novelty of the presented research lies in the fact that no scientific articles deal with the covered issues published so far. The author believes that the article has a cognitive value for both science and practice.</p>

Social Media Users Free Labor in Iran


 
 
 As social media sites are penetrating our daily lives in an ever-increasing manner, there is a need to revisit and reexplore the theoretical concepts that have gone through paradigm shifts due to the influence of these platforms. In this regard, audience labor theory, which was originally conceptualized in the context of mass media, needs to be reexamined as the divide between production and consumption is getting narrower. Users are no longer passive consumers since social media sites have reduced the cost of production and resulted in the advent of the term “presumption.” In such a case, as production involves performing work and results in surplus- value, it needs to be investigated whether users are being exploited for the free work they provide on these platforms. From the several identified forms of digital labor, I will focus on the concept of audience labor. To this end I will focus on identifying labor strategies that Iranian Instagram influencers employ; these strategies involve exploiting their followers to perform tasks that produce fame and visibility as well as monetary gains, but leave the users uncompensated for the work they have performed. By conducting content analysis of the 2130 stories created by 71 Iranian Instagram influencers, this study will identify the strategies that these influencers use to exploit their followers. Furthermore, I will provide ethical guidelines and recommendations for ethical conduct.
 
 

Increasing a Dermatologist's Footprint on Instagram: An Analysis of Top Influencers Performing Nonsurgical Cosmetic Procedures.

Patients use social media to find information about cosmetic procedures, yet dermatologists historically lack a social media presence. Misleading information from nonexperts is potentially harmful. To identify the top influencers posting about nonsurgical cosmetic procedures on Instagram, verify their credentials, and analyze their content to empower dermatologists to effectively join the online conversation, combat harmful misinformation, and preserve the expertise and influence of board-certified dermatologists. Using the Klear marketing platform, Instagram influencers with more than 50,000 followers were identified. Influence rating, top posts, and other metrics were extracted using proprietary algorithms. Ninety nine influencers were identified. Of the top 10, 70% were board-certified plastic surgeons. Physicians not board-certified in a core cosmetic specialty had the highest influencer rating and number of followers. The most popular posts were of before and after photographs and personal posts. Dermatologists may be able to increase their Instagram footprint by posting frequently, especially of before and after and personal photographs, using hashtags, Instagram live and Instagram television, and Instagram stories. It is important for the dermatology community to find a way to ethically navigate social media to have a seat at the table and meet patients where they are.

The Effect of Instagram as Social Media Marketing on Students’ Comsumtive Behavior (Case Study of Students’ in Faculty of Economics and Business University of Jember from 2016 to 2019 Generation)

This research was conducted to find out the significant influence of Instagram as social media marketing on the students’ consumptive behavior (the case study of the Faculty of Economics and Business students, University of Jember, the academic year of 2016-2019). This research was quantitative study using inferential analysis including simple linear regression analysis, analysis of regression variants, F test, coefficient of determination (R2 ) and standard error of estimate. The location of this research was determined by the purposive area method, namely the students of the Faculty of Economics and Business, University of Jember, the academic year of 2016-2019, the purposive sampling was used to determine the number of samples, this research involved 82 respondents. The data was collected using questionnaires, interviews and observations. Data processing techniques of this research were scoring, editing and tabulation. Based on the results of the F Test shows Fcount=> Ftable with a significance level of 0,000 < a=0,05. Based on the research, H0 is rejected and Ha is accepted, so there is a significant influence of Instagram as social media marketing on the consumptive behavior of the Faculty of Economics and Business students, University of Jember, the academic year of 2016-2019. The results of the calculation of the coefficient of determination (R2) is 0.852, it shows that the persentage of Instagram’s influence as social media marketing on consumptive behavior of students of the Faculty of Economics and Business, University of Jember, the academic year of 2016-2019 is 85.2%, while 14.8% is influencediby otherivariables that is not examinediin this study.

The Effect on Education of Cigarette’s Danger Through Instagram on the Knowledge, Attitudes, and Practices of Female Student Smokers

Background: Smoking behavior in women is a serious health problem. Indonesia is a country that has a fairly high prevalence of female smokers, and is the third country with the highest number of female smokers after Myanmar and Laos. Cigarette advertisements on social media are one of the factors that influence smoking behavior. The number of adolescents who use social media, especially Instagram, can have an influence on smoking behavior. The research aimed to analyze the influence of health education thourgh instagram towards the Diponegoro students knowledge, attitude, and practice of smooking behaviour control. Method: A quasi-experimental study with the design of a pretest-posttest group design by using purposive sampling. The subject is 66 women students of Diponegoro University. Data collected using a questionnaire with data analyzed by Mc Nemar, Wilcoxon, and Mann-Whitney tests. Results: there is an influence of health education using instagram to increase the knowledge (p = 0,000), attitudes (p = 0,005), and practices (p = 0,042) of Diponegoro University students in the smooking behavior control. Conclusions: Health education through Instagram has an effect on the knowledge, attitudes, and practices of female student smoking behavior control.

Instagrammed body craze and its effects on Pakistani young university female students

The purpose of studying Instagram's influence is to evaluate the concept of a perfectly toned body that does not exist, as it has been promoted on Instagram. The image-based social networking site, i.e., Instagram, has become steadily popular among youth, especially young girls. Young girls use Instagram to spruce up images posted on it. A quantitative survey is used, and questionnaires are filled through an online examination. A convenient sampling method is used for data collection. The study included 204 young girls aged 18-25 from different universities in Islamabad. Social Comparison Theory helped to understand the influence of Instagram on changing body image and its disorder.Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) is used through Amos. The analysis revealed that the relationship between the use of Instagram and body dissatisfaction is positive and significant. The more the use of Instagram, the higher the body dissatisfaction among young girls. The relationship between Instagram usage and eating disorders had some correlation. It revealed that young girls who use Instagram excessively adopt eating disorders. Moreover, the study analyzed that there are more physical health symptoms identifies when Instagram usage is increased. The relationship between physical health symptoms and the use of Instagram was positive and useful.

Claiming our Space: Muslim Women, Activism, and Social Media

This paper addresses the ways in which Muslim women seek to employ online media, particularly social media, to reclaim narratives around space, embodiment, and power. I argue that digital space is, like any other form of media, structured essentially by racism and patriarchy, but I also note the crucial potential for resistance exhibited by Muslim activists such as political leaders Ilhan Omar and Rashida Tlaib, Instagram influencer Ayesha Malik, and the largely anonymous women who participated in #MosqueMeToo, encouraged by the journalist and activist Mona Eltahawy. I draw upon a post/anti-colonial feminist framework and the tools of critical discourse analysis in examining specific instances where such women perform acts of resistance that, in turn, trigger a gendered and raced reaction. I note the ways in which some Muslim women, such as Saudi teenager Rahaf Mohammed, are constructed as media heroes, given that their stories can be co-opted to validate notions of the white colonial savior, while others directly challenge narratives of colonialism and oppression and are thus subjected to backlash. I point to the ways in which some of this vitriol continues to refer back to the notion that Muslim women should be silent, and to the fetishized Muslim woman's body: how it should look, where it can/should go, and what can be done to it.

인스타그램 인플루언서 마케팅의 팔로워 지각 효과에 관한 연구: 코어 팔로워 규모 지각에 따른 동조성과 인플루언서 이미지의 매개 효과를 중심으로

본 연구는 SNS 인플루언서 마케팅이 소비자의 구매 태도와 구매 의도에 미치는 설득 과정에서 코어 팔로워 지각에 의한 영향력을 다단계 흐름 모델(multi-step flow model)의 입장에서 실증적으로 검증해보았다. 구체적으로 본 연구는 SNS 인플루언서 계정에서 인지적, 감정적, 행동적인 차원에서 인플루언서에 대해 공개적인 애정과 지지를 표현하며 열정적으로 활동하는 팔로워를 ‘코어 팔로워(Core Follower)’로 명명하고, 인플루언서 마켓 소비자들의 코어 팔로워 행태와 규모 지각이 구매 태도와 구매 의도에 미치는 영향에 있어서 동조성과 인플루언서 이미지의 매개 효과를 살펴보았다. 연구결과, 코어 팔로워 지각은 동조성과 인플루언서 이미지의 모든 하위변인에 영향을 미치는 것으로 나타났다. 또한 인플루언서 이미지 중 진실성과 전문성은 구매 태도 형성에 영향을 미치는 것으로 나타났으나, 사회적 매력성은 부정적인 영향을 미쳤고 외모적 매력성은 영향이 없는 것으로 나타났다. 한편, 동조성의 하위변인 중 정보적 동조와 명령적 동조, 동일시 동조는 구매 태도에 영향을 미쳤으나, 사람들의 실제 행동에 대한 인식을 의미하는 서술적 규범은 구매 태도에 영향을 미치지 않는 것으로 나타났다. 본 연구는 SNS 인플루언서 마케팅에서의 정보 흐름과 설득의 과정을 밝혀냄에 있어서 팔로워의 영향력과 그 중요성을 규명했다는 점에서 연구의 의의를 가진다. 본 연구가 향후 인플루언서 마케팅 전략 수립을 위한 기초자료로 활용되기를 기대한다.

Gender Representations in Social Media and Formations of Masculinity

Social media has become a primary socializer as it has the ability to shape the identity and perspectives of its users. Gender socialization is the process in which people learn and internalize norms and behaviours associated with their respective gender. Through their own social media platforms, influencers post representations of self that they feel represent themselves in the world. Since these influencers are popular, many adolescents are able to see and process these photos/videos as a part of their own process of identity formation. This study asks the question, how do male influencers demonstrate masculinity through their posts and comments? The literature reviewed for this study offers insight on the formation and representation of masculinity. Key concepts include hegemonic masculinity and defensive heterosexuality which aid in understanding masculinity as it is manifested in our society. The study sample includes ten male instagram influencers. Five photos were taken from their account that demonstrated representation of self and were each judged based on a set of criteria consisting of six factors. The results of this study show that these influencers are in fact demonstrating specific modes of masculinity through their photos which is consistent with how masculinity is portrayed in society today. However, these photos also demonstrate that some male influencers are shifting away from patriarchal forms of masculinity and are showing more interest in grooming and fashion, therefore highlighting a metrosexual mode of masculinity.

인스타그램 인플루언서 마케팅의 팔로워 지각 효과에 관한 연구: 코어 팔로워 규모 지각에 따른 동조성과 인플루언서 이미지의 매개 효과를 중심으로

본 연구는 SNS 인플루언서 마케팅이 소비자의 구매 태도와 구매 의도에 미치는 설득 과정에서 코어 팔로워 지각에 의한 영향력을 다단계 흐름 모델(multi-step flow model)의 입장에서 실증적으로 검증해보았다. 구체적으로 본 연구는 SNS 인플루언서 계정에서 인지적, 감정적, 행동적인 차원에서 인플루언서에 대해 공개적인 애정과 지지를 표현하며 열정적으로 활동하는 팔로워를 ‘코어 팔로워(Core Follower)’로 명명하고, 인플루언서 마켓 소비자들의 코어 팔로워 행태와 규모 지각이 구매 태도와 구매 의도에 미치는 영향에 있어서 동조성과 인플루언서 이미지의 매개 효과를 살펴보았다. 연구결과, 코어 팔로워 지각은 동조성과 인플루언서 이미지의 모든 하위변인에 영향을 미치는 것으로 나타났다. 또한 인플루언서 이미지 중 진실성과 전문성은 구매 태도 형성에 영향을 미치는 것으로 나타났으나, 사회적 매력성은 부정적인 영향을 미쳤고 외모적 매력성은 영향이 없는 것으로 나타났다. 한편, 동조성의 하위변인 중 정보적 동조와 명령적 동조, 동일시 동조는 구매 태도에 영향을 미쳤으나, 사람들의 실제 행동에 대한 인식을 의미하는 서술적 규범은 구매 태도에 영향을 미치지 않는 것으로 나타났다. 본 연구는 SNS 인플루언서 마케팅에서의 정보 흐름과 설득의 과정을 밝혀냄에 있어서 팔로워의 영향력과 그 중요성을 규명했다는 점에서 연구의 의의를 가진다. 본 연구가 향후 인플루언서 마케팅 전략 수립을 위한 기초자료로 활용되기를 기대한다.

Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion

The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings show that Instagram is a preferred social media platform in Indonesia for local companies to promote their brands by selecting micro-influencers as part of the communication strategy. Four distinctive characteristics outline the themes of Instagram micro-influencer that are seen as primary factors for the brands to utilize in ensuring effective brands’ communication strategy. The research concludes that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals and the high intensity of engagement between the influencer and their followers is the core strength for the success of the communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy.

The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive &amp; Honey Solo)

As the food and beverage industry is growing rapidly, entrepreneurs are using this opportunity to engage in this area of business. Data show that social media is a very useful tool to advertise products or services to attract more customers, and with more and more people using social media, businesses have made social media one of their main marketing strategies. This research aimed to explore the effect of Instagram social media marketing on decisions to purchase Hive &amp; Honey Solo products through brand awareness as a mediating variable. The study had a total of 92 respondents who had purchased Hive &amp; Honey Solo products more than once. Data were collected using a questionnaire with 13 indicators that used the Likert scale, and data were processed using PLS-SEM. Social media marketing significantly positively influenced decisions to purchase Hive &amp; Honey Solo products through brand awareness.&#x0D; Keywords: social media marketing, brand awareness, purchasing decision

THE INFLUENCE OF SOCIAL MEDIA BRANDING ON CUSTOMER ENGAGEMENT FOR JAKARTA SUSTAINABLE TRANSPORT

The researchaimedto understand the relationship and influence of Instagram @mrtjkt social media branding on customer engagement as an effort to increase the use of MRT as sustainable green transportation to reduce traffic congestion and pollution in Jakarta. The quantitative research approach with a survey method was carried out to 100 respondents from the total population on Instagram Followers @mrtjkt. The quantitative analysis was implemented using correlation test, coefficient determination test, and simple regression analysis. The data validity techniqueswerethe validity test, reliability test and normality test. Research resultshows thatH0isrejected and H1is acceptedsince it shows relationships and influences between Instagram social media branding on MRT Jakarta customer engagement.