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Exploring the Contents of Macro-Influencers’ Instagram

In: Industry Forward and Technology Transformation in Business and Entrepreneurship

Author

Listed:
  • Nabilah Huda Zailani

    (Universiti Kebangsaan Malaysia)

  • Shafizan Mohamed

    (International Islamic University Malaysia)

  • Mohd Azul Mohamad Salleh

    (Universiti Kebangsaan Malaysia)

  • Zailani Abdullah

    (Universiti Malaysia Kelantan)

Abstract

Parasocial relationships are a very important topic because they offer significant benefits to followers who participate in them and are part of extending social networking strategies. Despite the increasing number of social media influencers on Instagram, little empirical research has been systematically examined on how macro-influencers use Instagram to establish parasocial relationships among followers. Therefore, this study employed a content analysis method to analyse 60 posts for each of the six macro-influencers’ Instagram accounts according to a systematic coding scheme. The results indicate that social media provides great opportunities for macro-influencers to market themselves in line with the increase in followers on their Instagram accounts.

Suggested Citation

  • Nabilah Huda Zailani & Shafizan Mohamed & Mohd Azul Mohamad Salleh & Zailani Abdullah, 2023. "Exploring the Contents of Macro-Influencers’ Instagram," Springer Books, in: Mohd Nor Hakimin Yusoff (ed.), Industry Forward and Technology Transformation in Business and Entrepreneurship, pages 597-607, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-2337-3_51
    DOI: 10.1007/978-981-99-2337-3_51
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