Year
2019
Season
Spring
Paper Type
Master's Thesis
College
College of Arts and Sciences
Degree Name
Master of Science (MS)
Department
Communication
NACO controlled Corporate Body
University of North Florida. School of Communication
First Advisor
Dr. John Parmelee
Second Advisor
Dr. Nataliya Roman
Third Advisor
Dr. Jae Park
Department Chair
Dr. John Parmelee
College Dean
Dr. George Rainbolt
Abstract
With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands’ accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were analyzed to provide insight in what kind of posts generates higher engagement levels: motivational posts, product posts, model/catalog, micro-influencer, influencer, or none of the above. A content analysis was conducted and after all the posts were coded, the top 100 with the highest engagement levels were submitted to a frame analysis so common patterns and themes could be recognized among the top engagement posts.
Suggested Citation
Quiterio Capeli, Marilia, "Micro-influencers’ impact on engagement levels for fashion retail brands on Instagram" (2019). UNF Graduate Theses and Dissertations. 884.
https://digitalcommons.unf.edu/etd/884
Included in
Communication Technology and New Media Commons, Public Relations and Advertising Commons, Social Media Commons