Consumer Engagement on Instagram: Viewed through the perspectives of social influence and influencer marketing

Sammanfattning: Purpose: The purpose consists of gaining an understanding of how young consumers engage on Instagram. This was done by applying the perspectives of social influence and influencer marketing. Methodology: This study utilized a qualitative method from a social constructionist standpoint. The study has adopted an abductive approach. Ten semi-structured interviews with female participants have been conducted and where analysed by using a content analysis. Theories: The main focus in the literature review consists of Instagram, Consumer Culture Theory, social influence and influencer marketing. Empirical data: The key findings are summarized under four themes that emerged from the empirical material and consists of: consumers in the world of social media, the reasons behind the choices individuals make, scepticism towards the use of social media and lastly, view of the participants of what an influencer is. Conclusion: The conclusions are presented under three aspects where their main findings are found within. These aspects are summarized under: consumers’ engagement, social influence and influencers and a theoretical contribution consisting of a new tentative definition.