Paper Type

Master's Thesis


College of Arts and Sciences

Degree Name

Master of Science (MS)



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


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.