Engagement of Finnish social media influencers with their followers on Instagram
Aquino, Aljohn (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060722254
https://urn.fi/URN:NBN:fi:amk-2024060722254
Tiivistelmä
Marketing has undergone significant change in the past decade with the emergence of social media platforms. Among these, Instagram has become a popular hub for influencer marketing, in which social media influencers use their influence to promote brands and services. This thesis analyses the dynamics of influencer marketing on Instagram using five Finnish micro-influencers.
The methodology used is observation and content analysis of five selected Finnish micro-influencers on Instagram. Data collection was conducted by observing the Instagram posts and stories of these influencers for one month. The study focused on the themes of the influencers’ contents, frequency of posting, and the level of engagement between the influencers and their followers.
The findings of the thesis suggest that influencers who post more frequently have a higher level of engagement. However, the perceived authenticity of the influencer and the quality of their contents have an impact as well on the level of follower engagement. Businesses can use this information and further optimize their marketing strategies and work with influencers who are more aligned with their values and brands.
The methodology used is observation and content analysis of five selected Finnish micro-influencers on Instagram. Data collection was conducted by observing the Instagram posts and stories of these influencers for one month. The study focused on the themes of the influencers’ contents, frequency of posting, and the level of engagement between the influencers and their followers.
The findings of the thesis suggest that influencers who post more frequently have a higher level of engagement. However, the perceived authenticity of the influencer and the quality of their contents have an impact as well on the level of follower engagement. Businesses can use this information and further optimize their marketing strategies and work with influencers who are more aligned with their values and brands.