Visual communication on Instagram: study of the effects of micro-influencers on the behavior of their followers
Abstract
The use of visual elements, such as images in communication, add to a brand more than a simple text. The main objective of this work is to analyze the influence that fashion micro-influencers have on the behavior of their followers through Instagram. The methodology is based on a model of structural equations (SEM) to analyze the influence that micro-influencers have in the way of interacting, recommending and buying from their followers. The results, based on data collected from 1,358 followers of fashion micro-influencers, show, first of all, that the more post with images the micro-influencers publish in their account, the greater reaction they will provoke in their followers. Secondly, the followers of micro-influencers, as they become an active part of the process of visual communication and co-creation of value, tend to recommend these accounts through other social media. Third, followers rely on the opinion leader's publications due to their experience with the product and their acquired knowledge. This influence is much greater when the personality of the micro-influencers matches that of their followers.
Downloads
Article download
Crossmark
License
In order to support the global exchange of knowledge, the journal Estudios sobre el Mensaje Periodístico is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
