The Search for Authenticity: Influencer Advertising on Instagram MacLean, Laura 2020-06-08T17:20:09Z 2020-06-08T17:20:09Z 2020-05-07
dc.description.abstract Instagram advertising is a common form of advertising that has permeated the lives of consumers on Instagram. This thesis explores the emotional relationship that is built between Instagram Influencers, advertisements, and consumers. The case study in this thesis identifies some specific advertising strategies that build the Influencer and consumer relationship. It was found that the inclusion of personal, unsponsored content on the Influencer’s platform was critical in generating a sense of authenticity towards the Influencer’s sponsored content. Consumers were then more likely to trust that the Influencer’s product recommendations were authentic, and identify a desire to liken themselves to the Influencer by purchasing the product. Although there is not a single strategy for Influencer success, the sense of authenticity generated by successful strategies effectively engages consumers. en_US
dc.language.iso en_US en_US
dc.publisher University Honors College Middle Tennessee State University en_US
dc.subject Media and Entertainment en_US
dc.subject advertising en_US
dc.subject marketing en_US
dc.subject social media en_US
dc.subject Instagram en_US
dc.subject influencers en_US
dc.subject consumers en_US
dc.subject ohanian en_US
dc.subject credibility en_US
dc.subject authenticity in advertising en_US
dc.subject celebrity influencers en_US
dc.subject microinfluencers en_US
dc.title The Search for Authenticity: Influencer Advertising on Instagram en_US
dc.type Thesis en_US
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