Date
8-9-2024
Department
Graduate School of Business
Degree
Doctor of Business Administration (DBA)
Chair
Elsie Cook
Keywords
social media influencer, influencer marketing, Instagram, influencer disclosures
Disciplines
Marketing
Recommended Citation
Rockenbach, Meagen, "A Case Study of Using Social Media Influencers for Sponsored Posts" (2024). Doctoral Dissertations and Projects. 5819.
https://digitalcommons.liberty.edu/doctoral/5819
Abstract
The use of social media changed consumer behavior and how company leaders conduct business, including the way that they promote products and services. Instagram is a social media platform that many companies use to promote products and services. In the beauty and lifestyle industry, company officials hire social media influencers for influencer marketing campaigns. In the Unites States, the Federal Trade Commission has rules for these sponsored posts that influencers must disclose that they are working with a brand within the sponsored post. This study was to establish a connection between Instagram influencers and their use of disclosed sponsorship in the United States for a sponsored post and the resulting negative priming effect on their followers. This was a case study on Fashion Box and its use of social media influencers on Instagram to bring awareness to its brand through its affiliate program.
