Title: Conceptualising performative Instagram influencer and user relationships – through advertising and sponsored brand content

Authors: Jonathan A.J. Wilson; Laura Arroyo

Addresses: Provost's Group, Regent's University London, Inner Circle, Regent's Park, London, NW1-4NS, UK ' Loughborough University London, London, UK

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.

Keywords: advertising; branding; social media; performance management; consumer behaviour.

DOI: 10.1504/IJBPM.2022.123859

International Journal of Business Performance Management, 2022 Vol.23 No.3, pp.257 - 284

Received: 27 May 2021
Accepted: 29 May 2021
Published online: 04 Jul 2022 *

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