Conceptualising performative Instagram influencer and user relationships – through advertising and sponsored brand content Online publication date: Mon, 04-Jul-2022
by Jonathan A.J. Wilson; Laura Arroyo
International Journal of Business Performance Management (IJBPM), Vol. 23, No. 3, 2022
Abstract: With the rise of social media influencers as vehicles for marketing and with promotional activities maturing, a standardisation process has occurred concerning the metrics used to calculate performance. Following reports of a U-shaped curve between engagement and number of followers, our study focuses on micro-influencers, through a series of qualitative interviews with heavy Instagram users – investigating their consumer perceptions. We find five emerging themes within the Instagram user/influencer relationship, which also highlight certain acknowledged contradictions linked to portraying an unrealistic lifestyle. Finally, as a means of conceptualising this phenomenon, we present a new influencer dual process mediation model, as an adaptation and harmonisation of the elaboration likelihood model and the dual mediation hypothesis model of advertising processing.
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