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An exploration of how Instagram Influencers build a reputable self-brand both with their followers and company brands.

Kavanagh, Caitlin (2020) An exploration of how Instagram Influencers build a reputable self-brand both with their followers and company brands. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study aimed to explore the creation of a reputable self-brand for social media influencers on Instagram. The literature focuses on what social media influencers are, their role on the social media platform of Instagram, the different levels of social media influencers and the service they provide for brands, social media users and consumers. After the review of literature, it identifies what factors could contribute to the establishment and growth of social media influencers including the Instagram tools of hashtag and tagging, the concept of gifting products, the Instagram Influencer community, and existing brand loyalty.

The research adopted a qualitative research approach and conducted five semi-structured interviews with beauty and fashion influencers to gain a deep insight into this area of research. The findings and analysis showed that there were some correlations between what the literature provides on how social media influencers work on Instagram and the findings of this study. It further highlighted the main elements that contributed to the participants creating a self-brand were inspiration from other Influencers and a background in makeup. While in relation to growth, all participants acknowledged that tagging brands, using specific hashtags and support of other influencers contributed to their growth.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: Dan English
Date Deposited: 02 Feb 2021 10:31
Last Modified: 02 Feb 2021 10:31
URI: http://norma.ncirl.ie/id/eprint/4608

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