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School of Communication; School of Business; College of Arts and Sciences


Communication Studies: Advertising and Public Relations; Digital Media and Communication Arts; Business: Marketing


influencer marketing, Instagram, presentation of self, social media


Communication | Communication Technology and New Media | Mass Communication | Public Relations and Advertising | Social Influence and Political Communication | Social Media


Influencer marketing is the promotion of services and products through individuals with a large social media following. The research contained within this thesis will discuss the topic of influencer marketing and the responses of the consumers targeted. This study observed the different types of responses and comments that followers of Instagram influencers left on their posted content.

The themes and characteristics of responses of Instagram influencer followers will be found through a qualitative content analysis. The study is supported by self-presentation theory, which suggests that individuals, in this case social media influencers, present themselves in a way that results in others’ perception of them.