The Search for Authenticity: Influencer Advertising on Instagram

dc.contributor.authorMacLean, Laura
dc.date.accessioned2020-06-08T17:20:09Z
dc.date.available2020-06-08T17:20:09Z
dc.date.issued2020-05-07
dc.description.abstractInstagram 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.identifier.urihttps://jewlscholar.mtsu.edu/handle/mtsu/6244
dc.language.isoen_USen_US
dc.publisherUniversity Honors College Middle Tennessee State Universityen_US
dc.subjectMedia and Entertainmenten_US
dc.subjectadvertisingen_US
dc.subjectmarketingen_US
dc.subjectsocial mediaen_US
dc.subjectInstagramen_US
dc.subjectinfluencersen_US
dc.subjectconsumersen_US
dc.subjectohanianen_US
dc.subjectcredibilityen_US
dc.subjectauthenticity in advertisingen_US
dc.subjectcelebrity influencersen_US
dc.subjectmicroinfluencersen_US
dc.titleThe Search for Authenticity: Influencer Advertising on Instagramen_US
dc.typeThesisen_US

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