Influencers framgångssaga : En kvantitativ innehållsanalys om hur svenska modeinfluencers använde sin självpresentation på Instagram under 2019.

Sammanfattning: In today’s media society and the growth of user-generated content, everyone has the opportunity to create their own content on social media. Instagram influencers are an exciting phenomenon considering that ordinary people have started documented their everyday lives through photographs and gained a large group of followers and started earning money on their content.  The purpose of this study was to examine Swedish influencers self-presentation on Instagram. Based on their self-presentation I wanted to examine what image they choose to communicate to their followers, in order to understand how they construct an online identity and establish their personal brand. To see how they have gained success and differentiated in a large industry. But also developed an understanding of the effectiveness of different types of presentations based on the measured values likes and comments.  Using a quantitative content analysis method, a total of 198 post from four purposively selected fashion-influencers Instagram accounts was analyzed. The result indicated that the influencers accounts consisted of industry -related photos. They represented an ideal and presented themselves in a positive way. At the same time, they strived to achieve a varying content. In the terms of number of likes and comments, the result showed the importance of showing a personal and private side of oneself, as it was appreciated by the audiences and created an authenticity image. The results of this study showed both differences and similarities to other studies in the field.