Sharing experiences and interpretation of experiences: a phenomenological research on Instagram influencers

This research examines Instagram travel influencers’ views on their experiences. Using a phenomenological approach, data were collected via semi-structured online interviews with 12 influencers, as well as reflective journals, and document review techniques. The data were analysed using thematic content analysis that define the experiences and perceptions of influencers. The findings were interpreted within the framework of three main themes and were presented with direct citations from participants’ statements. The research suggests that being an influencer is a job that requires responsibility and competence. Influencers have a mediating role between the brands and the consumers. It was also found that the job difficulties experienced by the participants include workload, need for approval and impression management. The general means for collaborations between brands and influencers are paid partnership and barter collaborations. For collaborations to be successful, maintaining consistency between the brand image and the impression created by the influencer is vital.