Publication Date

5-5-2019

Document Type

Dissertation/Thesis

First Advisor

Yuan, Shupei

Degree Name

B.A. (Bachelor of Arts)

Department

Department of Communication

Abstract

Social Media Influencer marketing has increased thanks to social media platforms like Instagram, Snapchat, YouTube, Twitter etc. This marketing is the process of identifying, engaging and supporting individuals who create conversation based advertisements for the company's customers on new products to their followers or subscribers, creating an open opportunity for companies to market and sell through Social Media Influencers. To conduct this research, I used pentadic analysis and qualitative content analysis of one social media influencer I selected to understand if SMI while promoting or reviewing these products and the impact they have on their followers or subscribers. The SMI forums chosen are specific to YouTube and Instagram. With the help of this method, it was concluded that SMI posts visual pleasing images and videos to appeal to their viewers, as the viewers sees the influencer as a credible source hence willing to try out the product they endorse. The influencer also engages with their viewers by commenting back, liking their comments, or making a video replying back the positivity or criticism they get on the sponsored post.

EbunOluwa Osayemi.pdf (2901 kB)
EbunOluwa Osayemi.pdf (2.833Mb)

capstone signature_SY.pdf (72 kB)
capstone signature_SY.pdf (72.81Kb)

Extent

30 pages

Language

eng

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Dataset/Spreadsheet||Image||Text

Share

COinS