Betalt samarbete med… -En kvalitativ studie av hur influerare kommunicerar i marknadsförande inlägg på Instagram

Sammanfattning: Influencer marketing is one of the fastest growing trends within marketing in Sweden. By using a semiotic analysis, this study aims to analyze how influencers communicate through sponsored posts on Instagram. Two posts each posted by six different influencers were selected for the study. The influencers were divided into three categories, parental influencers, fashion influencers and fitness influencers. The analysis showed that influencers describe the product as an essential part of their everyday life by telling how much they like it. The posts also reproduce certain stereotypes, as it for example displays women as engaged mothers and consumers of beauty products. The fashion and the fitness influencers Instagram posts both display stereotypes concerning thin and well-shaped bodies. The captions function for the viewers understanding of the posts meaning is anchoring more often than relay.