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Conceptualising performative Instagram influencer and user relationships – through advertising and sponsored brand content

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  • Jonathan A.J. Wilson
  • Laura Arroyo

Abstract

With the rise of social media influencers as vehicles for marketing and with promotional activities maturing, a standardisation process has occurred concerning the metrics used to calculate performance. Following reports of a U-shaped curve between engagement and number of followers, our study focuses on micro-influencers, through a series of qualitative interviews with heavy Instagram users – investigating their consumer perceptions. We find five emerging themes within the Instagram user/influencer relationship, which also highlight certain acknowledged contradictions linked to portraying an unrealistic lifestyle. Finally, as a means of conceptualising this phenomenon, we present a new influencer dual process mediation model, as an adaptation and harmonisation of the elaboration likelihood model and the dual mediation hypothesis model of advertising processing.

Suggested Citation

  • Jonathan A.J. Wilson & Laura Arroyo, 2022. "Conceptualising performative Instagram influencer and user relationships – through advertising and sponsored brand content," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 23(3), pages 257-284.
    • Handle: RePEc:ids:ijbpma:v:23:y:2022:i:3:p:257-284
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