Appeals Used In Instagram Influencers Marketing Influence On Users Attention

iiAPPEALSUSEDININSTAGRAMINFLUENCERSMARKETINGINFLUENCEONUSERSATTENTIONiiiABSTRACTThisstudywascarriedouttoexaminetheappealsinInstagraminfluencer'smarketingandtheirinfluenceonusers'attention.Thestudyemployedcontentanalysisandsurveyresearchmethodstoempiricallygaugetheappealsusedbyinfluencers,themostvisibleproductcategorythatreceivedtheattentionofInstagraminfluencersandtoexaminetheimplicationsonInstagramusersattention.Weanalysedsponsoredpostsonselectedinfluencers'ontheirInstagrampagesand214copiesofthequestionnairewereadministeredtofinalyearMassCommunicationstudentsofKwaraStateUniversity,Malete.FindingsindicatethatFashion&LifestyleisthemostvisibleproductcategoryengagedininfluencermarketingonInstagramwhileemotionalappealsarethemostfrequentlyusedappeals.Also,thefindingsrevealedthatsponsoredpostsbycelebritiesandinfluencerscatchtheirattentiontoanextent.Thestudythereforerecommendsthatsocialmediainfluencersshouldfocusoncreatingpersonalisedcontentondifferentplatformstoconnectbetterwiththeiraudiencesandenhancetheirbranding.Also,companiescanleveragemoreoninfluencersdemographicsandappealtodirectlyreachtargetedaudiences.Keywords:Appeals,Instagram,Influencer,Marketing1CHAPTERONEINTRODUCTION11BackgroundtotheStudySocialmediaisquiteevidentlyanaccessiblewayforbothbrandsandopinionleaderstopublicisetheirimpressionofanevent,product,subject,service,oreventopicofdebate(Oliveira,Barbosa,&Sousa,2020).Inthe21stcentury,Instagram,asocialmediaplatform,hasbecomeasignificantsourceofacquiringtourisminformation.Socialmediaadvertising,particularlyinfluencermarketing,hasgatheredmuchinterestwithnumerousbusinessesseekingtocreateinteractionswiththeirconsumers.Instagramranksamongthemostdownloadedapps,withmorethan1billionactiveusers(Statista,2019),suchthatmanybrandsestablishaccountsinanattempttobenefitfromhighengagementratesamongalargemarketofconsumers(Hsu&Lin,2020;Socialbakers,2021).Asof2020,InstagramhassurpassedtheonebillionglobalusermarkaccordingtoInsiderIntelligence(Enberg,2020).Also,withtheemergenceandwidespreaduseoftheinternetandsmartphones,socialmediahasbecomeawidespreadcomponentofhumaninteraction(Oji&Bebenimibo,2021).Also,thereareproductcategoriesonInstagramsuchasskincare,clothing,shoes,automobile,food,networkproviders,technology,travelagents,educationalinstitutions,etc.Influencersareordinaryindividuals,notcelebrities,whohaveamassedlargenumbersofFollowersonsocialmediasitesbypostingvisuallyattractivecontentthatshowcasestheirlifestyleandmerchandisepreferences(Cotter,2019).Accordingtolvarez-Monzoncillo(2023),theinfluencershavealsobeenintroducedasopinionleadersinsocietybecauseoftherolethattheyplayinintroducinganynewproducts,behavioursorservicesthatarebeingdiscoveredatthelatestinpracticeorkeepleveragingitsconsumptionamongthepeople.Theyarealsomorelikeanactorinthesocialsettingthatpeoplekeeplisteningtoandfollowing.Apartfromthat,theycanalsobeidentifiedassemi-celebritieswithawiderbase2ofaudience.Influencermarketingdefinedasmarketingcommunicationsinwhichinfluencerspromoteabrandsofferingsontheirsocialmediapagescontinuestogrow(InfluencerMarketingHub,2019a)However,duetotheadvancement,aswellastheutilizationofthat,nowadaystheyreachouttosuchcelebritiesandinfluencerstoposttheirproductsontheirblogpagesorInstagramprofilesalongwithopinionsandthusinfluencethefollowerstodiverttowardsthosebrands(lvarez-Monzoncillo2023).Duetothegeneralusageofsocialmediaplatformsandtheirdiversebenefits,thisresearchprojectfocusedontheappealsusedininfluencermarketingonInstagram.Also,thevarioustypesofappealswerediscussedinchaptertwoofthisstudy.1.2StatementoftheProblemInfluencershavegreatpowerinreachingaudiencesandhelpingbrandsmeettheirobjectives,suchasgrowingbrandawarenessandincreasingsales(Keenan,2023).Theincreasedpopularityofusingthistypeofmarketingcommunicationmust,however,emphasizetheinfluencers'owncontributionregardingthemessagebeingdeliveredaswellastheinfluencer'spersonaloutputinthecontentcreatedinordertobepromotive(Leung,GuandPalmatier,2022).Leung&Palmatier(2022)focusedonexaminingafirm'smarketingcommunicationeffectivenessamongconsumers.Basedonsocialcapitaltheory,theresearcherssuggestthatonlineinfluencermarketingmaybeconsideredasleveraginginfluencerresourceslikeinfluencerpositioning,deliveredcontent,followernetworksandconfidencewhichwouldhelpthemtoproducemoreengagingandauthenticcontentthantheywouldotherwiseachieve.Strategiessuggestedforalleviatingthedarksidesofonlineinfluencermarketingconsistofaneffectiveselectionofinfluencers,monitoringtheprocessofcontentdelivery,measuringtheperformance,andre-purposingthecontent,whichwouldcatalyzeeffective3marketingcommunicationandbetterbrandpositioning.However,thisstudyexploredandanalyzedthevariousappealsusedininfluencermarketingonInstagramtocomprehendtheireffectivenessindrivingconsumerengagementandpurchaseintentions.1.3ObjectivesoftheStudyTheobjectivesofthestudywereto:1)EstablishthemostvisibleproductcategoriesengagedininfluencermarketingonInstagram.2)AscertainthemostfrequentlyusedappealininfluencermarketingonInstagram.3)InvestigatetheperceivedeffectivenessoftheappealusedinInstagraminfluencersmarketingonaudienceattention.1.4ResearchQuestionsThefollowingweresomeofthequestionswhichthisstudyintendstoanswer:1.WhatarethemostvisibleproductcategoriesengagedininfluencersmarketingonInstagram?2.WhatarethemostfrequentlyusedappealsininfluencersmarketingonInstagram?3.WhatistheperceivedeffectivenessoftheappealusedinInstagraminfluencersmarketingonaudienceattention?1.5SignificanceoftheStudyThestudycanbeagoodacademicsourceforresearchers.Also,thisresearchservedasatrustedacademicsourceandpavedthewayforscholars,lecturers,andstudentstoknowtheappealsusedininfluencermarketingonInstagram.Besides,thisstudyenhancedonesunderstandingofconsumerbehaviorinthecontextofsocialmediaadvertising,especiallyonInstagram.ItprovidedinsightintothevariousappealsemployedbyinfluencersonInstagramtoattaintheirstipulatedendanditofferedpracticalimplicationsformarketersandbrandsseekingtooptimizetheirinfluencermarketingstrategiesandtactics.41.6ScopeoftheStudyThisresearchexploredtheappealsusedininfluencermarketingonInstagram.ItfocusedonthevariousmarketingappealsutilizedbyinfluencersonInstagramtocomprehendtheireffectivenessindrivingconsumerengagementandpurchaseintentions.Also,thestudypopulationwasrestrictedto400levelstudentsofMassCommunicationatKwaraStateUniversity,Maletewhoareregisteredforthe2023/2034academicsession.TheresearchersconsideredMassCommunicationstudentsaninsightfulgroupforexaminingtheinfluenceofInstagramappealsbecauseoftheirexposuretomediacontentincludingsocialmedia,duetotheiracademicinterestandtheirknowledgeofmediainfluence,advertisingandcontentappeals.1.7DefinitionofTermsTofurtherunderstandthestudy,thefollowingtermsweredefinedonhowtheywerebeusedinthestudy.Appeal(s):Thisreferstotheapproachusedtoattracttheattentionofconsumersand/ortoinfluencetheirfeelingstowardtheproduct,service,orcause.Influencers:Theyareordinaryindividuals,notcelebrities,whohaveamassedlargenumbersofFollowersonsocialmediasitesbypostingvisuallyattractivecontentthatshowcasestheirlifestyleandmerchandisepreferences(Cotter,2019).Marketing:Itcanbedefinedastheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives(AmericanMarketingAssociationcitedinBelch&Belch,2003).InfluencersMarketing:Influencermarketingisalsoanotherformofmarketingmethodwheremarketersandbrandsbothcometogetherinordertosettleforspecificinfluencersandhencedeliverthetaskontothemofmakingthebrandedcontentstoadvertisethoseinalltheavailablesocialmediaplatform(LouandYuan,2019).5Instagram:IsasocialmediaplatformownedbyFacebook.Theplatformhas700millionusersasofApril26,2017,8millionbusinessesusingbusinessprofilesandmorethan1Mmonthlyactiveadvertisers(Instagram,2019).67CHAPTERTWOLITERATUREREVIEW2.1IntroductionThischapterfocusedonthereviewofvariousconceptsandscholarlydefinitionsofthetopicunderreview,aswellasrelatedstudiesthathavebeenconducted.Itexploredempiricalfindingsonpreviousrelatedorsimilarstudiesandthetheoreticaljustificationforthestudy.2.1.1ConceptofMarketingTheAmericanMarketingAssociation(AMA),whichrepresentsmarketingprofessionalsintheUnitedStatesandCanada,definesmarketingastheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.Effectivemarketingrequiresthatmanagersrecognizetheinterdependenceofsuchactivitiesassalesandpromotionandhowtheycanbecombinedtodevelopamarketingprogram(AMAcitedinBelch&Belch,2003).Themarketingconceptisabusinessphilosophythatevolvedtochallengethepreviousconcepts.Themarketingconceptholdsthatthekeytoachievingorganizationalgoalsconsistsindeterminingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactions,moreeffectivelyandefficientlythanothercompetitors.Themarketingconceptrestsonfourmainpillars,namely:marketfocus,customerorientation,coordinatedmarketingandprofitability.MarketFocus:Inthiscontext,nobusinesscanfunctionwellinasingle,largemarketorineverymarketandmeeteveryrequirement.Intheautomotivesector,forinstance,Toyotaoffersawiderangeofbrandstocatertodifferenttargetsegments,suchasluxuryandpassengerbuses.Coca-ColaNigeriaPlcstargetmarketsincludethe25cland35clsoftdrinkbrands.8CustomerOrientation:Inordertoimplementcustomer-orientedthinking,acompanymustestablishconsumerneedsfromtheperspectiveoftheclient,notfromitsown.Evenwithmeticulousmarketdefinition,abusinessmaystillstrugglewithcustomer-focusedefforts.Everyproducthastrade-offs,andmanagementcannotidentifythemwithoutspeakingwithcustomersandconductingmarketresearch.CoordinatedMarketing:Coordinatedmarketingmeanstwothings,theseare;1.Thevariousmarketingfunctions;salesforce,advertising,productmanagement,marketingresearchandhostofothers,mustbecoordinatedalltogether.Thesemarketingfunctionsmustbecoordinatedfromthecustomerpointofview.2.Marketingmustbewellcoordinatedwiththeactivitiesofotherdepartmentsofthecompany.Marketingdoesnotworkwhenitismerelyadepartment;itonlyworkswhenallemployeesappreciatetheeffectstheyhaveoncustomersatisfaction.Profitability:Themarketingconcept'saimistoassistfirmsinaccomplishingtheirobjectives.Profitisthemainobjectiveofprivatebusinesses,butsurvivalandraisingenoughmoneytocarryoutoperationsarethemainobjectivesofnon-profitandpublicorganizations.Essentially,thesecretistoattainearningsasabyproductofperformingtheworkproperly,ratherthanaimingforthemassuch.ThefourmarketingactivitiesthatacompanycancontroltosatisfytheneedsofconsumerswithinitstargetmarketareProduct,Price,Place,andPromotion.Thesearesometimesreferredtoasthemarketingmix.Combiningthesefourcomponentsintoamarketingprogramisthefundamentaljobofmarketinginordertoenablethepossibilityofconsumerinteractioninthemarketplace.Theterm"marketingappeal"describescorporatetacticsusedtoattractcustomersandinfluencethemtobuyagoodorservice.Themaingoalofmarketingappealistoappealtoconsumers'needsanddesiresandpersuadethemtopurchaseaspecificgoodorservice.9Thedifferentkindsofmarketingappealsareasfollows:scarcityappeals,emotionalappeals,fearappeals,comedyappeals,musicalappeals,andsexualappeals.Businessesneedtoutilizemarketingappealsbecausetheyprovidecustomersafavorableimpressionofaproductorservice.Marketingappeals,oftenknownasadvertisingappeals,areacrucialpartofamarketingmix.Amarketingmixisastrategythatcombinesdifferenttacticstoincreasethecustomerattractivenessofaproduct.The4Psofmarketingproduct,place,price,andpromotionareusedinthemarketingmix.Advertisingappealsareincludedintopromotiontoinformandpiquetheinterestoftheintendedaudienceaboutagoodorservice.Thecharacteristicsofmarketingappealsare:Believable:Theappealshouldmaketheconsumersbelievethattheywillgainthepromisedbenefitsfrompurchasingtheproductorservice.Meaningful:Theappealshouldshowtheproduct'sbenefits,makingtheproductorservicemoreexcitinganddesirabletothetargetmarkets.Distinctive:Theappealshouldclearlyshowtheconsumershowtheproductorserviceisuniqueandbetterthantheothercompetitivebrandsinthatbusiness.Therearetwomaincategoriesofmarketingappeals:EmotionalAppeals:Thesearedesignedtoelicitanemotionalresponsefromtheaudience,suchashappiness,sadness,fear,orexcitement.Examplesinclude:-PersonalAppeal:Targetspersonalemotionsorattributes.-SocialAppeal:Leveragesthedesiretobelongorbeaccepted.-HumorAppeal:Humorappealuseshumortomaketheaudiencehappyandcapturetheirattention.Also,itusescomedytoengagetheaudience.-FearAppeal:Thistypeofappealusesfeartoinformthetargetaudienceoftheharmthatmayoccurtoindividualswhofailtoadoptoradheretothemessagebeingrelayed.Italso10invokesfeartomotivateaction.-Musicalappeals:Musicalappealusesmusictohelpthetargetmarketremembertheirproduct.RationalAppeals:Thesefocusontheaudience'slogicalreasoningandoftenincludefactualinformationorpracticalbenefitsoftheproductorservice.Therationalappealusesanaudience'ssenseoflogicorreasontopersuadethemtopurchasetheproductorservice.Examplesinclude:-LogicalAppeal:Presentslogicalargumentsorevidence.-BandwagonAppeal:Suggeststhataproductispopularorwidelyaccepted.-ScarcityAppeal:Scarcityappealinfluencestheaudiencebyinformingthemoflimitedavailabilitytoencouragethemtobuyaproduct.Also,highlightslimitedavailabilitytocreateurgency.However,effectivemarketingoftencombinestheseappealstoresonatewithabroadaudienceandinspireaction.2.1.2EvolutionsofInfluencerMarketingInfluencermarketinghasemergedasacutting-edgestrategyformarketersinrecentyears,namelyforthoselookingtoexpandbrandawarenessandimagereachwhilealsoincreasingcustomerengagementtonewheights(Leung,Gu,Li,Zhang&Palmatier,2022).AccordingtoanarticlepublishedinAspire(2023),influencermarketinghasundergonecontinuousadjustmentsthroughouttheyearsandwillcontinuetodoso.Forexample,thisessentiallybeganasapioneerphaseinthe18thcentury,whenthecream-coloredartworkcreatedbyaBritishpotterbythenameofJosiahWedgwoodreceivedthehighestpraiseas"Hermajesty'sPotter"andapprovalfromQueenCharlottein1765.Evenmorequicklythanthat,thepotterwasshrewdenoughtocapitalizeontheessenceofportrayingtheartas"Queensware"by11advertisingthroughthestatedfacevalueofthepowerfulqueen,whichultimatelycreatedasignificantopportunityforhisbusiness.Eventually,peoplewereabletopredicttheirdailylivesinamoreprivilegedwayassocialmediaplatformslikeFacebook,Instagram,Twitter,andYouTubebegantoriseintermsofgainingmillionsofusers.However,ithashappenedinbothways.First,itstartedwithrealityTVstarsandcurrentcelebritieswhoalreadyhavelargefollowingsofviewers;thisessentiallyopenedadoorforthemtoincreaseengagementontheirsocialmediaplatforms.Anadditionaloneisforthecommonfolkswhoatlasthavethechancetosharetheirliveswiththeirfollowersthroughcontentthatismoregenuine,engaging,andrealtothem.Sincetheseinfluencersarejustregularpeoplelivingsimilarlives,theycanportrayboththepositiveandnegativeaspectsoftheirlifestyle,whicheventuallyengagesandencouragespeoplethroughahighleveloftrustandauthorityprovidedbytheirfollowers.Thisisthefundamentalstrategythathascapturedtheattentionofpeoplemorethanbefore,andintoday'sworld,thisisknownasinfluencermarketing(Aspire2023).Nonetheless,influencermarketingisdevelopingatarapidpace;naturally,thismeansthatmanagingitwillbecomemoredifficultasitgrows.Sinceithasexperiencedsuchrapidexpansion,influencermarketingisnowmoreaboutinfluencer-drivencommercetoaddressissueswithmeasurement,conversion,andauthenticityinpartnershipsthanitisaboutpersuadingpeopletobuyproductsorservicesonbehalfofbrands.InfluencersarenotjustsharingpicturesandvideosonInstagram;theyarealsousingtheplatform'slivestreamingabilitytopromoteproducts.Inlightofthis,influencersareincreasinglyemphasizingtheirauthenticitywhileidentifyingtheirtargetmarkettoenablethemtopromotetheirinfluencewithoutcompromising.Skin-fluencers,forexample,don'tjustrepresentthebrandsthatreachthem;theyalsomakesuretoinformtheiraudienceabouttheadvantagesanddisadvantagesofthose12brands'goodsandservices,aswellastheirpersonalfavorites,andtheycritiqueanygoodsorservicesthattheyfeltwereapoorfitforthemarket.Insummary,bycombiningthiswithtechnologicalimprovements,thesemethodselevateinfluencers'credibilitybeyondthatoftraditionalcelebrities.Theydothisbybeingloyaltotheirfanswhileremainingunbiasedandfaithfultotheirareasofexpertise(Ryan2021).2.1.3GrowthofInfluencersSocialmediausersareincreasinglycomingtotherealizationthatrealexperiencesfromregularpeoplecanteachthemmoreaboutthesetopicsthanthemanufacturedimagesofcelebrities(Cotter,2019).Influencerscreateasenseofintimacyandrelatabilitybyshowcasingthe"realness"intheseareas,andthisencouragesFollowerstointeractwiththeirmaterial(Cotter,2019).ThankstotheInfluencers'influenceovertheirdevotedfollowers,Glossierhasamassedavaluationofover1.2billionUSD(Roof&Chernova,2019).InfluencerssharepicturesofthemselvesusingproductsandsharingtheirstoriesonInstagram.APewstudyfoundthat67%ofAmericansbetweentheagesof18and29and37%ofalladultsuseInstagram,andtheplatform'suserbaseisstillexpanding(Perrin&Anderson,2019).Peoplebornbetween1981and1996,ormillennials,areparticularlydrawntoinfluencers.Forinstance,MichellePhan,abeautyinfluencer,wasmorelikelytobeamalesurveyrespondent'sfavoritepersonalitythanactorsorathletesinaNielsenstudyoncelebritymarketability(NielsonResearch,2019).AccordingtoNielsenResearch(2019),millennialsareusingtheirphonestoaccessInstagrammorefrequentlyandareinclinedtomakepurchasesstraightfromtheirphones.Seeingthevalueofmillennials,InstagramteamedupwithafewcompaniesandInfluencersin2019toletusersshopstraightfromanInfluencer'spost.AccordingtoLorenz(2019),Instagram'srelianceoninfluencerstoattractcustomersispredictedtogenerate$10billioninincomefortheplatformby2021.132.1.4OverviewofInstagramOnOctober6,2010,twoStanfordgradstudentsnamedKevinSystromandMikeKriegerfoundedInstagram.Basically,it'sanappforsocialmediasiteswiththeprimaryfunctionbeingtheuploadingandsharingofimagesandvideos.TheappwasfirstbuiltonawebappprototypenamedBurbn,whichcombinedafewsophisticatedfeatureslikeuploadingphotographswithfilters,commenting,andlikingassoonasitraisedmoneyfrominvestors,makingcaretodosoinaverybasicmanner.However,theinitialversionofthenamewascreatedbyfusingtheterms"instant"and"telegram."Initially,itwasonlycompatiblewiththeiOSmobileoperatingsystem;but,asitgrew,italsostartedtosupportAndroidsmartphonesin2012.TheiPhone4,whichdebutedinJune2010andhadanupgradediOScamera,wastheprimarycatalystforInstagram'slaunchandwidespreadadoptiononsocialnetworking.Thisoccurredonlyfourmonthsearlier.Still,Facebookpaid$1billionincashandstockforInstagramin2012(Bystone2022).Instagram'sfunctioningisreallysimple,withtheprimarygoalbeingtopublishimagesorvideos,includingbothlengthyandshortsnippets.Althoughmoremodernandadvancedfeatureshavebeenaddedovertime,theproprietors'preferencehasalwaysbeentoprioritizetheimagesandvideospublishedhereoveranythingelse.Followersarethosewhoarewillingtoactasaconduitbetweenindividualswhowishtosharetheirlivesoranyotherkindofcontent,allowingfollowerstoviewit.However,peoplehavetheoptiontosettheirownprofilestoprivateorpublic,dependingentirelyonhowtheirtasteschange(Eldridge2023.)Instagramoffersavarietyoftoolsthatfacilitatecontentcreation,sharing,andcommunication.Commencingwiththesharingofimagesandvideos,allInstagramusersarefreetouploadimagesandvideosaslongastheycomplywiththecommunityguidelines.TheInstagramfeed,orIGfeedforshort,isauser'scollectionoftheirownimagesandvideos14sharedwiththeirfollowers.AccordingtoInstagramHelp2023,usersmaynowpostanytypeofmediaupto1080pixelsusingtheadvancedresolutionsformula.Additionally,thereisaremarkablefeaturecalledInstagramreelsthathasrevolutionizedthewayfilmsareuploadedtoInstagramfeeds.ItswidespreadpopularityhasastoundedthewholeInstagramcommunityandelevatedtheplatform'susetoahigherlevelthanithaseverbeen.Reelsareessentiallyawayforuserstosharevideosthatallowsthemtorecordandcombineseveralvideoclipswithpre-existingaudio,aswellasaddvoiceovers,effects,andadditionalcreativetools.Clipscanbeaslittleas15secondsoraslongas90seconds.Reelscanbepostedbybothprivateandpersonalaccounts,andcurrently,thisisthemostefficientapproachtoreachalargeaudienceifonewishestopromotetheirInstagramaccounttothatdegree(IntroducingInstagramReels2020).ThemostpopularfeaturesonInstagramareasfollows:Instagramstories,forexample,highlight:InstagramstoriesareessentiallythosekindsoffeaturesthatallowuserstopublishanykindofimageorvideoforafulldayonInstagram.Andthisisthemosteffectiveapproachtostayintouchandgivefollowersongoingtransparencyincommunication.Ifthephotosorvideosaren'taddedasInstagramstorieshighlightonauser'saccountafterthattime,theydisappear,specificallyfromtheaccountfeed.Thisimpliesthat,despitethefactthatastoryisonlymeanttoshowimagesorvideosforabriefperiodoftime,userscannowpreservethosecontentontheiraccountindefinitelythankstoInstagram'slatestfeature,StoriesHighlightsandStoriesArchive2019.Subsequently,thereisalivebroadcastfeaturecalledLivevideothatmakesiteasierforuserstoshareavarietyofreal-timecontent.Userscanaskaudiencestoparticipateinthelivesessionorcanreadtheircommentsrightawayandengageincommunication(InstagramHelp2023).Additionally,userscaninteractandconversewithoneanotherthroughthedirectmessaging(DM)feature.Manyfacilitiesthatwereaddedrecentlyandthattookuseofthe15advancedcontactingandcommunicationtoolsareincludedinthisarea.Userscanreceivevoiceandvideocallsfromoneuser,forexample.Nonetheless,theabilitytosendvoicemessageshasbeenincluded,aswellastheabilitytosharefilmsorimagesthatuserscanviewonceandstoreinthedirectmessagesectionalongsideSMSmessages.Inaddition,userscancustomizemanyfeaturessuchasstickers,banningoptions,reportingcapabilities,chattheme,mute,sharedmaterial,andrestrictionsbasedontheirpreferredusage(InstagramDMs2020).Additionally,thereisahashtagfeaturethatallowsuserstofindsimilarmaterialfromvariousprofiles,nations,orgenresbyusinghashtags(InstagramHelp2023).Sproutsocial(2023)reportsthatapproximately4.89billionpeopleusesocialmediaplatformsworldwide,withusersspendinganaverageof151minutesadayonthemcertainlythebiggestamounttodate.Whendiscussingallsocialmediaplatforms,itisimportanttonotethatFacebook,YouTube,Instagram,Twitter,LinkedIn,TikTok,Snapchat,andmanymoreareincluded.Instagram,withover2billionusersby2022,hasbeendubbedthe"kingofsocialselling"duetoitshighROI(returnoninvestment),whichiscloseto33%,whenitcomestohelpingbusinessessellgoodsandservices.Regardingusers,thelargestpercentage(61.2%)ofusersarebetweentheagesof18and34.ItsengagementratesarealsofourtimesmorethanFacebook'satthesameperiod.Furthermore,therecentadditionofreelstoInstagramiscausingarevolutionaryshiftontheplatform,causinguserstospendthirtypercentoftheirtimethere.Brandsandmarketersareusingthisexacttacticwhenofferinginfluencer-sponsoredcontent(Sproutsocial2023).AccordingtoAmbrose(2023),81%ofsocialmediausersuseInstagramtoexploregoodsorservicesofferedbybusinesses.Nonetheless,comparedtootherplatforms,onlyroughly29%ofmarketersarewillingtospendinInstagramin2023(Sproutsocial2023).2.1.5TheRiseofMarketingonInstagramThemainfactorattractingbrandsandcompanies,aswellasthegeneralpublicandtheInfluencercommunity,tothissocialmediaplatformisInstagram'sabundanceof16opportunitiesandusers'powertoselectwhatactionstoexecute.Moreover,thisapplicationtoolcanbeusedinplaceofmorecostlyandtime-consumingmarketingtechniques(Granberg2019).2.1.6ImpactofInstagramInfluencersInstagraminfluencermarketingisthemoststrategicstrategythathasbeengainingtractioninthismarketsinceitissoeffectiveatbuildingrelationshipswithprospectiveclientsandnurturingthemasaresult(Tafesse&Wood2021).RegardingthemanycategoriesofInstagraminfluencers,theyaremostlydeterminedbythequantityoffollowersanaccountpossesses;thisinformationisshownbelow(Sanders2023).2.1.7MarketingonInstagramInstagramisoneofthemostpopularsocialnetworkingplatformsworldwideandiswell-knownforpicturesharing.Instagramhasonebillionusersby2020(Kemp,2021).In2020,usersontheplatformspent30minutesadayonaverage(Newberry,2021).Instagram,asocialnetworkingplatformforphotosharing,encouragesthevisualcontenttrendsthatsocialmediamarketersfavor.Metricsareaquantifiablevaluethatmarketingteamsusetoshowhoweffectiveadigitalcampaignwas.Instagramprovidesarangeofmeasurestoassessaprofile'sperformance.Specificstatistics,suchfollowers,likes,andcomments,areexamplesoflevel-onemetrics.Metricsthatarecomputedusingaccessibledataasthestandardarewhatmakeuplevel-twoperformancemetrics(Lua,2020).2.1.85Psmarketingmixforinfluencermarketing4Psmarketingmixisprobablythemostknownandusedmarketingapproach.TutenandSolomon(2013)addedthe5thPinthemarketingmix,the5thPbeingparticipation.Thisadditionwasduetochangesincommunication.ProductAccordingtoArmstrongandKotler(2017),aproductisthesetofgoodsandservicesthatabusinessprovidestoitsclients.Businessesmustmatchtheappropriateinfluencerwith17theirmerchandisewhenchoosingtheirinfluencers.Accordingtoa2017studybyAnnalectandM3Research,45%ofrespondentssaidthatpartnershipsbetweeninfluencersandbusinessesareappropriateiftheinfluencersgenuinelywanttheproduct.Thereareotherproductcategoriesaswell,includingapparel,cuisine,travel,cosmetics,andeducationalfacilities.PriceOnestrategyforcompetitionisprice.TheAnnalect's(2017)researchindicatesthatinfluencermarketinghasadirectimpactonsales.AccordingtoAnnalect(2017),33%oftherespondentshavemadepurchasesasaconsequenceofanInstagraminfluencerandbusinesspartnershipinthepreviousyear.PromotionOneofthemostimportantideastoconsiderwhentalkingaboutthe5Psofinfluencermarketingispromotion.Themarketingstrategiesusedbycompanieshavechangedovertimetobecomewhattheyarenow.Althoughinfluencermarketingisstillarelativelynewkindofadvertising,businessesareintendingtofullyutilizeit.InfluencermarketingonInstagramwouldserveasaforumforthisfromamarketingstandpoint.Finnishrespondentstoa2017surveybyAnnalectandM3ResearchfeltthatmarketingconductedinpartnershipbetweenInstagramusersandbusinesseswaslessbothersomethanmarketingthroughothermedia.Halfoftherespondentstothestudysaidthattransparencywiththesecooperationwasvital(Annalect2017).Influencersandbusinessesappeartohaverealizedthisaswell.Thisbecomesapparentwhileseeingthepostsfrominfluencers.Influencersfrequentlyincludepictures,videos,orblogpostswith#adsinordertobemoreopenandhonestwiththeirfans.18PlaceLocationisnotveryimportantininfluencermarketing.AsstatedbyLorraine(2012),marketersonlyneedtoconsiderthechannelsthataremostappropriateforthemtouse.Whenchoosingwhichchannelstoemploy,marketersshouldconsiderwhethertheplatformisappropriatefortheirproductsand/orservicesandwhethertheirtargetaudienceisthere.ParticipationThewaypeoplegoabouttheireverydayliveshaschanged,whichcompelsmarketerstoadjustthewaytheyconductbusiness(Tuten&Salomon2013).Thefactthatpeoplearemoreconnectedthanevercompelsorganizationstomaketherequiredadjustmentstotheircustomercommunications.Mostbusinessesneedtobeactiveonsocialmediainordertointeractwiththeircustomers.It'snotnecessaryforbusinessestobeactiveoneverysocialmedianetworkinordertointeractwithcustomers(Lorraine2012).Determiningtheappropriatechannelsforbusinessesmaybecomedifficult.Businessesshouldconsiderwhattheyareselling,thebestchannelforit,andwhetherornottheirtargetaudiencesarepresentwhendoingthis.2.2EmpiricalReviewOver3.6billionindividuals,or50%oftheglobalpopulation,useinternetservicestoday.Duetothesurgeinpopularityofsocialmediaandtheaccompanyingmarketingstrategies,massmediamarketingisnolongerasprevalentoreffectiveasitoncewasbecausemorepeoplechoosetoconnectthroughthesechannels.Stayingabreastofchangingmarketingmethodsandtheresultingbehavioralchangesiscrucial.Thesimplicityandcomfortthattoday'stechnologyaffordsusmakesitevidentthatcommunicationhasrisen.Asaresult,individualsenjoystayingcurrentonnewsandglobalaffairs.Theinternethasgreatlyaidedpeople'sabilitytonetworkandcommunicateglobally.throughdocuments,blogs,vlogs,images,videos,textmessages,andsocialmediaplatformslikeFacebook,Instagram,andTwitter.IOMCosta(2019).Globalconsumersnowhavemorechannelsandpossibilitiesto19sharetheirthoughtsandexperienceswiththeworldthankstothesetechnologyadvancements.Inadditiontoexpressingtheiropinions,consumersmaynowresearchbetterplatformsbeforedecidingwhichproductstobuy.IOMCosta(2019).AresearchconductedbyM3ResearchandAnnalectfoundthat75%ofInstagramusersutilizetheappatleastonceaweek.86%ofusersbetweentheagesof15and24usetheappeveryday.Instagramismostlyusedbyusersforleisureactivitiesandfriendfollow-ups.Usersalsoutilizeitbecausetheybelieveitkeepstheminformedaboutthelatesttrends.Additionally,usersdiscoverthatknowledgeonfascinatingtopicsisavailable(Annalect2017).EveryotherpersonremembersseeinginfluencermarketingonInstagram,thisismorecommonbetweentheagegroup15-24with66%rememberingseeinginfluencermarketingonInstagram,and83%areawarethatwellknownusersarecollaboratingwithcompanies.Nearlyhalffinds(7%veryusefuland42%somewhatuseful)influencersbringingupproductandservicesusefulandbetweentheages15-2463%findsituseful(Annalect2017).Themajorityofpeople(86%)andthoseinthe15-24agerangerecallhavingseeninfluencermarketingonInstagram,with66%recallinghavingdonesoand83%beingawarethatpopularusersareworkingwithbusinesses.53%ofrespondentsbetweentheagesof15and24believeinfluencerspromotingproductsandservicestobehelpful,while42%findittobesomewhathelpful.ThesestatisticsarebasedontheAnalect2017study.Inthelastyear,33%ofconsumershavepurchaseditemsasaresultofInstagrampartnerships,and72%ofrespondentsbelievetheycouldpurchasegoodsorservicesasaresultofsimilarcollaborations.similarfindingsindicatethatinfluencermarketinghasadirectimpactonsales.AccordingtoAnnalect(2017),47%ofconsumersuseittodrivetraffictowebsiteswheretheymayfindoutmoreinformation.20Leung&Palmatier(2022)examinedhowwellacompanycommunicateswithitscustomersthroughmarketing.Accordingtothestudy,whichisbasedonthesocialcapitaltheory,onlineinfluencermarketingcanbedefinedasutilizinginfluencerresourcessuchasfollowernetworks,influencerpositioning,deliveredcontent,andconfidencetohelpinfluencerscreatemoreauthenticandengagingcontentthantheyotherwisecould.ThefollowingtacticshavebeenproposedtomitigatethenegativeaspectsofOIM:choosinginfluencerswisely,keepinganeyeonthecontentdeliveryprocess,assessingresults,andrepurposingmaterialtoimprovebrandpositioningandmarketingcommunication.Intheirexplanationofthevalueofcontentcues,emotions,andcredibilityininfluencermarketing,Kay,Mulcahy,Sutherland,andLawley(2022)provideexamples.Basedonthefindings,individualscanalsoidentifycommercialswiththeaidofinfluencermarketingcontentcuesinadditiontodisclosure.Influencersarealsoseenashavingauthorityanddepthofunderstandinginregardstodigitalplatformsandmarketingproductcategories.AccordingtoresearchbySands,Campbell,Plangger,andFerraro(2022),thevirtualinfluencerinSMImarketingrepresentstheinfluencer'simpactoncustomers.Additionally,acomparisonbetweeninfluencerspoweredbyAIandthosepoweredbyhumansisdone.TheresearchersdiscoveredthatalthoughthereareoccasionalinteractionsbetweenAIandhumaninfluencers,theinteractionsneverhaveanimpactonconsumers'intentionstomakepurchases.Stubb&Colliander(2019)examinedthewaysinwhichvariousaspectsofinfluencers'Instagramcontentandinteractiontacticsimpactfollowers'behavior.ThestudytookintoconsiderationanInstagraminfluencerdataset,whichwasbasedonanonlineinfluencersdatabase.Atotalof243influencersfromSaudiArabiaandRiyadhweretargetedinordertogatherinformationaboutInstagraminfluencers.Thestudyfoundthatwhilethequantityofmaterialandthenumberoffollowershaveanegativeimpactonfollower21engagement,followerengagementispositivelycorrelatedwiththenumberoffollowers.ThemostpopularplatformsforSMImarketingwereassessedbecausebusinessesinthefood,beverage,travel,fashion,andbeautysectorscommonlyworkwithwell-knowninfluencersonprominentsocialmediasiteslikeFacebook,Instagram,andTikTok.Thewritersgiveanoverviewofdifferentplatformsandassistbusinessesinchoosingthebestinfluencertoworkwith.Theauthorsdisclosethatstrategiesthathaveworkedwellforbusinessesinthepastmightnotbeasbeneficialinthepresent.Ki,Cuevas,Chong,andLim(2020)examinedpersonasandcontent-relatedfeatureswithanemphasisonattachmentcreationmechanisms,whichenhancesfollowerattachmenttotheinfluencer.Thegoalofthestudyistodeterminethesignificanceofemotionalandcontentcuedisclosureininfluencermarketing.Accordingtothefindings,followers'perceptionsofSMIsareinfluencedbypersona-relatedqualitiesincludingenjoyability,inspiration,andresemblanceaswellascontentcurationskillslikeinformativeness.SaimaandKhan(2020)lookedonhowinfluencersindigitalmediashapedconsumerbehaviorthroughpostings,videos,andothercontent.Theimpactofmultipledeterminantsonfollowers'purchaseintentionandsourcecredibilityisidentifiedbytheauthors.Theauthorsproposed,basedonstructuralequationmodeling,thatthreeattributestrustworthiness,entertainmentvalue,andinformationqualityhaveamajordirectimpactonthecredibilityofinfluencersandasecondaryimpactoncustomers'propensitytobuy.Martnez-Lpez,Anaya-Snchez,Esteban-Millat,Torrez-Meruvia,D'Alessandro,andMiles(2020)examinedtheinfluencermarketing'spost-credibility,commercialorientation,andbrandcontrol.Thestudy'smaingoalwastofindouthowfollowers'faithininfluencersandtheircontentisimpactedbytheirperceptionofbrandcontrolandcommercialorientation.Accordingtothestudy'sfindings,poststhataremorecommercialinnaturetendtogive22followersareducedsenseofperceivedbrandcontrolandtrust,whichinturnlessenstheirinclinationtoseekoutadditionalinformation.In2020,WiedmannandMettenheimconductedananalysisonthesignificanceofinfluencers'attractiveness,trustworthiness,andlevelofknowledgeinonlineinfluencermarketing.Accordingtothereport,inordertotargettrustworthinessandattractiveness,influencermarketersmustproducemorecaptivatingcontentfortheircampaigns.Thestudyrevealsanindirectrelationshipbetweenpricepremiumandpurchaseintentionandinfluencers'attractivenessandreliability.In2020,JinandRyuconductedresearchontheefficientutilizationofInstagrampostsandcontentbyinfluencerstoboostcustomers'trustworthiness,purchaseintent,andinfluencerperception.Theycametotheconclusionthatimprovingsourceauthenticityisacrucialcomponentinraisingcustomers'buyintentions.AccordingtoPyry,Pelkonen,Naumanen,andLaaksonen(2019),authenticityisavaluableassetinSMImarketing.varyingsocialmediausershavevaryingperceptionsaboutthevalidityofinfluencerswhenitcomestocommunicatingtheoutcomesofSMIs.Theveracityofsponsoredphotosonsocialmediasitesmayinfluencehowusersrespondtothepictures.Whenitcomestothebody-positivemovement,viewerswhohaveabadopinionofacontentcreator'sintentionforpublishingmightstopinteractingwiththem.Therefore,forpostingstobeeffective,theymustrepresentthevaluesthatthecontentauthorsholddear.Stubb&Colliander,(2019)investigatedbyusingamodelofsponsorshipshowimpartialityininfluencerpostscanchangeconsumersreactionsandhowbrandhyperlinksincontentcreatorpostsinteractwithsponsorshipdisclosuresandwebpagestyletoformthebrandoutlooksandincreasethepurchaseintentionsofthecustomer.Thestudydisclosesthatcomparedtosponsoredproductposts,impartialpostsarelesslikelytobeconsideredasadvertisementsbyfollowers.Thus,non-sponsoredpostspositivelyinfluencethecredibilityofthecontent.Influencermarketingisanewformofmarketingtrend.Previousstudies23conductedonSMImarketingareconcentratingonelucidatingtheimportanceofinfluencermarketing.2.3TheoreticalFrameworkThisstudyadoptedmasscommunicationtheory,whichwere;socialmarketingtheoryandtwostepflowtheory.2.3.1SocialMarketingTheoryTheconceptofsocialmarketingwasfirstintroducedbyPhilipKotlerandGeraldZaltmanin1971.Theydiscussedtheapplicationofcommercialmarketingprinciplestohealth,social,andquality-of-lifeissues,whichlaidthefoundationforwhatwenowknowassocialmarketingtheory.Thisapproachhassinceevolvedandexpandedtoincludeawiderangeofapplicationsinaddressingcomplexsocialchallenges.Thelegacyofmasscommunicationscholarshipstemmingfromproductmarketingissocialmarketingtheory.Itiscloselyrelatedtothediffusiontheoriesandthepersuasiontheories,andmightperhapsbeseenasanextensionofboth.Actually,socialmarketingtheoryisasynthesisof"middlerange"theoriesthataddressthedisseminationofknowledgethatisbeneficialtosociety.Thatmakesitpossibletoviewitasa"workingtheory"fortheplanningandassessmentofinformationcampaigns.Ratherthanfocusingonlyonfindingthemosteffectivewaystocreatemessages,italsolooksaheadtopotentialsocialandpsychologicalobstaclesthatmayhinderthespreadofinformationthroughmassmediaanddevelopssolutionsforthem.Thesetacticscouldultimatelyamounttoovertsaturationadvertisingortheymightincorporatepersuasiveapproachesdevelopedthroughscience.Fromcuriosityandinformationseekingtodecisionmaking,thetheoryoffersstrategiesforguidingtheintendedaudience.Thereexiststrategiestopushtheaudiencetotakeactionasthelastphaseoftargeting.Thecampaigncanbeformativelymonitoredandevaluated,aswithanyaudience-centeredproposals,toidentifyareasthatrequireimprovement.Thiscanbedonebothduringthecampaignandafter.24However,thistheoryisrelevanttothisstudybecauseitfocusesonmarketingtoolsandstrategiesusedtospreadbeneficialinformation.Socialmarketingtheoryalsoemphasizestheimportanceofunderstandingthetargetaudiencesneedsandpreferences,anditusesresearchandfeedbackloopstocontinuouslyimprovestrategiesandoutcomes.Itisadynamicsystemthatevolveswithnewinsightsfromresearchandpractice.Thisapproachhasbeenusedbysocialandwelfareorganizationstohelppromoteordiscouragevariousbehaviors,suchaspublichealthcampaigns,environmentalinitiatives,andmore.Itisaboutcreatingapositiveimpactonthehealthandwell-beingofbothindividualsandcommunities.2.3.2TwoStepFlowTheoryThetheorywasdevelopedbyKatzandLazarsfeldin1955,accordingtothistheorymassmediacontentmovesintwodifferentphases.First,individuals-opinionleaders,payattentiontothemassmediaandthemessagesthataresentthroughthosechannels,andthen,onthesecondlevel,opinionleadersconveytheirowninterpretationsalongwiththecontentofmediamessages(KatzandLazarsfeld,1955).TheTwo-StepFlowTheoryfocusesontheinfluenceofmediamessages.Thetermpersonalinfluencewascoinedtorefertotheprocessinterveningbetweenthemediasdirectmessageandtheaudiencesultimatereactiontothatmessage.Opinionleadersarequiteinfluentialingettingpeopletochangetheirattitudesandbehaviorsandarequitesimilartothosetheyinfluence.TheTwo-stepFlowTheoryhasimprovedourunderstandingofhowthemassmediainfluencedecisionmaking.Thetheoryrefinedtheabilitytopredicttheinfluenceofmediamessagesonaudiencebehavior,andithelpedexplainwhycertainmediacampaignsmayhavefailedtoalteraudienceattitudesandbehaviour.Thetwo-stepflowtheorygavewaytothemulti-stepflowtheoryofmasscommunicationordiffusionofinnovationtheory.25ZakandHasprova's(2020)studyrevealedthatwhileinfluencermarketinghasbeenapopularapplicationofthisidea,someproductsmaybenefitmorefromitthanotherswhenitcomestoinfluencermarketing.Influencerswillplayamajorroleininfluencingconsumers'decisionstobuyclothing,shoes,cosmetics,andweirdly,services.Whenitcomestopurchasinggadgets,jewelry,andfood,peoplestilllargelyrelyonothervariables,butinfluencermarketingmayalsohaveanimpactonthem(Zak&Hasprova,2020).Additionally,influencers,beingwell-knownmembersofsocialmediagroups,alsotakeontheroleofopinionleadersinthissensebecausetheyadoptthestancewheretheyfullyembodythetraitsofthistypeofprimarygroupmembersbystandingoutinparticularareasandimposingtheirownviewsandbeliefs,whichotheronlinesocialmediausersadopt(Caseetal.,2004;Grve,2017;Frebergetal.,2011;TafesseandWood,2021;Ouvreinetal.,2021).AccordingtoMileti&Mileti(2021),influencersinthisrelationshipthustakeonthatroleandhaveanimpactonhowmediamessagesarereceivedandunderstoodbecausetheyrepresentvaluesthatareaunifyingfactorintheprimarygroup,becausetheyaremorecompetentandbetterexpertsthanothergroupmembers,becausetheyhaveahighersocialpositionoutsideoftheprimarygroup,andbecausetheyareproxiesandrepresentativesoftheirgroupinthenetworkofintergroupinteractions.GangadharbatlaandValafar(2017)claimthatanumberoftheoriesexplainhowcertaininformationspreadsandhowtheword-of-mouthmodelinfluencesotherinternetusers'attitudesanddecision-makingprocesses.Theauthorsalsociteresearchontheeffectsofsocialmediaandmediaonpeopleasawhole,drawingtheconclusionthatthetwo-stepflowtheorypredominatesinallofthesestudies.Mostpeopleformanopinionaboutaparticularproductoreventwhentheyareexposedtotheviewsofanopinionleader,whiletheopinionleaderismostlyinfluencedbythemassmedia.Thisconclusionconflictswiththe26one-wayflowtheory,alsoknownasthemagicbullettheory(Mileti&Mileti,2021),whichclaimsthatpeoplearedirectly(withoutintermediaries)exposedtotheinfluenceofmassmedia.However,whenitcomestoinfluencersbeingopinionleaders,thistrustgoesbeyondthemereinterpretationofmediamessages,whichisalsoreflectedinthefactthatthefieldofinfluencermarketinghasbeendeveloped.Sinceinfluencersaffectconsumerswiththeirthoughts,attitudes,andopinionsandthus,theycansignificantlyinfluencetrendsindemandforparticularproducts(Zak&Hasprova,2020).2728CHAPTERTHREERESEARCHMETHODOLOGY3.1IntroductionTheresearchmethodologycoveredtheresearchdesign,thetargetpopulation,samplesize,descriptionofsamplingtechniques,researchinstruments,datacollectionmethod,validityandreliabilityofdatacollectioninstrumentandmethodofdataanalysis.3.2ResearchDesignInthisstudy,quantitativeresearchapproachwasemployedasthemosttenablemeansofsecuringconstructiveandvaluabledataforthestudy.ContentAnalysisandSurveywereselectedastheresearchmethodsforgatheringrelevantinformationforthisstudy.3.3ResearchMethodThisstudyadoptedcontentanalysisandsurveyastheresearchmethods.Contentanalysisisaresearchtechniquefortheobjective,systematic,andquantitativedescriptionofthemanifestcontentofthecommunication.Contentanalysisisaresearchapproachthatobjectivelyanalysetextcontentthroughasystematiccategorizationprocessofcodinganddefiningpatternsorthemes(Marvasti,2019).Surveyresearchdesignsareproceduresinquantitativeresearchinwhichinvestigatorsadministerasurveytoasampleortotheentirepopulationofpeopletodescribetheattitudes,opinions,behaviors,orcharacteristicsofthepopulation(Teumaiye,2017).TheseareconsideredthemostappropriatemethodsbecausethestudysoughttoexploreappealsusedinInstagraminfluencermarketingandtheirinfluenceokusers'attention.3.4PopulationofstudyAdeagbo(2018)definesstudypopulationasacensusofallitemsorsubjectthatpossessesthecharacteristicsorthathasknowledgeofthephenomenonbeingstudied.Subjectorelementsareindividualitemsthatmakeupthepopulation.Inthisregard,thepopulationofthestudycomprisedsponsoredpostsi.eproductcategoriessuchasclothing,food,cosmetics,29travel,andeducationalinstitutionswereanalyzedoninfluencerspagesonInstagramfromApril2024toJune2024.3.4.1ContentAnalysisInthiscontextofthisstudy,theproductcategoriesandtheinfluencermarketerspromotingeachproductonInstagramareidentifiedbelow;Food:TomikeAdeoye,DanielEtimEffiong,SharonOoja,TobiBakre,ChefTandMercyJohnsonOkojie.Clothing:FemiAdebayo,Papayaex,PriscillaOjo,BimboAdemoye,KieKie,MercyAigbe,Falz,DenolaGreyandSwankyJerry.Cosmetics:MercyEke,EniAdeoluwa,IniEdo,LauraIkejiandAdesuaEtomi.Travels:OmoniOboliFashion&Lifestyle:StephanieCoker,LindaIkeji,OsasIghodaro,Yhemolee,TiminEgbuson,EbukaObi-Uchendu,Ini-DimaOkojie,FunkeAkindeleandNancyIsime.Therefore,thecontentanalysisfocusedonthemostvisibleproductcategoriesengagedininfluencermarketingonInstagramandthemostfrequentlyusedappealsininfluencermarketingonInstagram.3.4.2SurveyAlso,thesurveyfocusedontheeffectivenessoftheappealusedinInstagraminfluencersmarketingonaudienceattention.DuetotheheterogeneousnatureofthestudentspopulationinKwaraStateUniversity,400levelstudentsofMassCommunicationinthe2023/2024academicsessionwasusedasthepopulationofthisstudywhichis450accordingtotheLevelAdviser.3.5SampleSizeSamplesizereferstoasectionofthepopulationthatwasusedforthestudy.3.5.1ContentAnalysisTherefore,sponsoredpostsof30Instagraminfluencerspageswereselectedand30analysedbecauseoftheirprominence,availability,andwideviewershiponInstagram.TheseInstagraminfluencersare:TomikeAdeoye,FemiAdebayo,PriscillaOjo,DanielEtimEffiong,Papayaex,SharonOoja,MercyEke,TobiBakre,BimboAdemoye,Eniadeoluwa,KieKie,ChefT(diaryofakitchenlover),NancyIsime,MercyAigbe,FunkeAkindele,Ini-DimaOkojie,Falz,IniEdo,DenolaGrey,LauraIkeji,LindaIkeji,StephanieCoker,OsasIghodaro,Yhemolee,TiminiEgbuson,SwankyJerry,AdesuaEtomi,OmoniOboli,MercyJohnsonOkojieandEbukaObi-Uchendu.3.5.2SurveyAlso,forthesurveyaspect,thesamplesizewas214,Thiswascalculatedfromthetotalpopulationof400levelstudentsofMassCommunicationinKwaraStateUniversity,Maletewhichwas450,usingtheTaroYarmanesformulaeforcalculatingsamplesizeasillustratedbelow:n=N1+N(e)2Wheren=SamplesizeN=Population1=Constante=Marginoferror,whichis0.05%n=4501+450x(0.05)2n=4501+450(0.0025)n=4501+1.1n=4502.1n=214313.6SamplingTechniques3.6.1ContentAnalysisToachievetheresearchobjective,theresearchersadoptedpurposivesamplingtechniques.Underthissamplingtechnique,foragivenpopulation,theresearcherhand-pickssubjectsbasedonspecificcharacteristics,buildingupasampleofsufficientsizehavingthedesiredtraits.Purposivesamplingisusedtoselectrespondentsthataremostlikelytoyieldappropriateandusefulinformation(Kelly,2010).Therefore,purposivesamplingwasusedintheselectionofmonths(April,May&June)basedonrecencyofpostsandtheinfluencerswereselectedbasedontheirlevelofengagementwithaudienceandfrequencyofsponsoredpostswithintheperiodofstudy.3.6.2SurveyInthecontextofthisstudy,purposivesamplingensuresthatthesurveycollectsdatafromindividualswhocanprovidethemostinsightfulandrelevantinformation.Also,Ithelpsinmakingthemostoutoflimitedresourcesbyfocusingeffortsonthemostrelevantparticipants.Hence,respondentswhowereexposedtoInstagraminfluencedpostsandwerewillingtoparticipateinthestudywererecruited.3.7DataCollectionInstrumentResearchinstrumentreferstohowsurveyresearchmethodcouldbeappliedtogatherdatafromrespondents.Theresearchinstrumentsusedinthisstudyforgatheringdatawerecodingsheetandquestionnairewereinlinewiththestatedresearchquestionsandobjectivesofthisstudy.323.7.1ContentAnalysisTheresearchobjectivesweretoidentifythemostvisibleproductcategoriesengagedininfluencermarketingonInstagramandmostfrequentlyusedappealsininfluencersmarketingonInstagram.Therefore,thecodingsheetconsistedoffourcolumnsthatincludethestudyobjectives,unitofanalysis,contentcategoriesandcodenumber.Theunitofanalysisandcontentcategoriesweredesignedinlinewiththespecifiedobjectivesforthestudy(sectionappendixI).3.7.2SurveyQuestionnairewasusedasthedatacollectioninstrumentforthesurveyaspectofthestudywhichsoughttoexaminedtheperceivedinfluenceoftheappealsusedbyInstagraminfluencersmarketersontheusers'affection.Thequestionnairewasdividedintotwosections;SectionAcontainedtheperceivedeffectivenessoftheappealusedinInstagraminfluencermarketingonaudienceattentionwhileSectionBcontainedthedemographiccharacteristicsofinfluencers.Therefore,thequestionnairewasadministeredto400levelstudentsofMassCommunicationinKwaraStateUniversity,Malete.3.8ValidityandReliabilityofDataCollectionInstrumentSincethedatacollectioninstrument(codingsheetandquestionnaire)arestandardinstrumentsforgatheringdata,theresearchersconsultedtheirsupervisorandexpertstotestthevalidityoftheresearchtoolbeforeadministeringit,bymakingadjustmentwherenecessary.Inordertotestthereliabilityofthestudyinstrument,theresearchersadministered10%totherespondentsinordertomeasuretheeffectivenessoftheinstruments.TheresultwasanalyzedusingCronbachsalphacoefficientonIBM-SPSS20.0.Theresultswereconsideredforthefinaldraftofthecodingsheetandquestionnairebeforegoingtothefield.Thisistoensurethataccurateandunbiaseddataaregottenforeffectiveandefficientanalysis.Validityistheaccuracyandmeaningfulnessofinferencesbasedonresearchresults.Itisthe33abilityoftheinstrumenttomeasurewellwhatitpurportstomeasure.Reliabilityreferstotheextentthattheinstrumentyieldsthesameresultsovermultipletrials.3.9MethodandProcedureforDataAnalysisTheStatisticalPackagefortheSocialSciences(IBM-SPSS20.0)softwareprogramwasusedasatoolforprocessingandanalyzingdata.SPSSwasselectedasthemostappliedstatisticalpackageinsocialsciencesanditoffersthepossibilitiesofwiderangeofstatisticalanalysesofvariance.Thedatathatweregatheredfromtheinstrumentsweresubjectedtovariousstatisticalanalyses.Also,datacollectedweredecoded,groupedintofrequencies,completedandarrangedintablesforeasyreference.Frequencytabulationandthepercentagemethodswithsimpleinterpretationswereusedtoanalyzedatagather.Thedatawerepresentedusingsimplestatisticalinstrumentliketables,numbersandpercentagesforthequantitativeaspect.34CHAPTERFOURDATAANALYSISANDDISCUSSIONOFFINDINGS4.1IntroductionThechapterpresentstheanalysisofdataforthestudytoexploretheappealsusedinInstagramInfuencersposts.Also,thisstudyadoptedquantitativeapproach,usingbothcontentanalysisandsurveymethodstoanswertheresearchquestionssetforthisstudy.SponsoredpostsonInstagrambybrandinfluencersbetweenApril1-June30,2024werecontentanalysedtodeterminetheprominentproductcategoriesengagedbytheinfluencerandtheappealsusedintheposts.Forthesurvey,datawerecollectedfromInstagramusersamongKWASUstudents.Thedataobtainedarepresentedbelow;4.2DataPresentationandAnalysis4.2.1:ProductcategoriesengagedbyInstagraminfluencers.ThestudysobjectivesoughttoestablishthemostvisibleproductcategoriesengagedbyInstagramInfluencers.Toachievethisobjective,theresearchersemployedcontentanalysistofirstdeterminethefrequencyofthesponsoredpostswithintheperiodofcoveragebeforeprovidingtheanalysesoftheproductcategoriesengagedbytheinfluencers.Theresultsarepresentedinthetablesbelow:Table4.2.1a:SponsoredPostsexaminedbymonths.MonthsNumberofSponsoredPostsPercentageApril2430.8%May2228.2%June3241.0%Total78100%Source:ContentAnalysis,2024Table4.2.1indicatesthetotalnumberofappealsusedbymarketinginfluencersonInstagramwithinthreemonths;32productswereadvertisedbymarketinginfluencersonInstagraminJunerepresenting41.0%while24wereAprilrepresenting30.8%and22were35Mayrepresenting28.2%.Therefore,theresultsrevealedthatthemostoftheproductswereadvertisedinJune,2024.Table4.2.1b:ProductCategoriesEngagedinInfluencerMarketingonInstagram.CategoriesInfluencersFrequency%FoodTomikeDanielSharonTobiChefTMercyJohnson5324326.43.82.65.13.82.6ClothingFemiAdebayoPapayaexPriscillaOjoBimboKieKieMercyAigbeFalzDenolaGreySwankyJerry2313211112.63.81.33.82.61.31.31.31.3CosmeticsMercyEkeEniIniEdoLauraAdesua342223.85.12.62.62.6TravelsOmoniOboli1012.8Fashion&LifestyleStephenieCokerLindaIkejiOsasYhemoleeTiminiEbukaIni-DimaFunkeAkindeleNancyIsime2321322132.63.82.61.33.82.62.61.33.8Total78100%Source:ContentAnalysis,2024Table4.2.2showsthatFashion&Lifestylehad21asthemostvisibleproductcategoryengagedininfluencermarketingonInstagramrepresenting26.9%,19wereFoodcategoryrepresenting24.4%,15wereClothingcategoryrepresenting19.2%while13wereCosmeticscategoryrepresenting16.7%and10wereTravelscategoryrepresenting12.8%.ItisnoteworthythatFashion&LifestyleisthemostvisibleproductadvertisedonInstagram36byinfluencersmarketing.4.2.2.MarketingAppealsbyInstagramInfluencersThesecondobjectivesoughttoexaminethefrequentlyusedappealsbytheinfluencers.Theresearchersexaminedthesponsoredpoststodeterminethedominantappealsusedineachoftheposts.Theresultispresentedinthefollowingtable.Table4.2.2:MostFrequentlyMarketingAppealsinInfluencerMarketing.MarketingAppealsAprilMayJuneTotalEmotionalAppeals11(45.8%)15(65.2%)19(61.3%)45(57.7%)RationalAppeals13(54.2%)8(34.8%)12(38.7%)33(42.3%)Total24(100%)23(100%)31(100%)78(100%)Source:ContentAnalysis,2024Table4.2.2indicatesthat57.7%wereemotionalappealswhile42.3%wererationalappealsusedininfluencermarketingonInstagram.Emotionalappeale.ghappiness,fear,humor,respectetc.Rationalappeale.gsponsoredpostspresentingfacts,statistics,productbenefits,discount,competitiveadvantageetc.)Therefore,emotionalappealsisthemostfrequentlyusedappealsininfluencermarketingonInstagram.4.2.3.TheperceivedeffectivenessoftheappealsusedinInstagraminfluencermarketingonaudienceattention.ThethirdobjectiveofthestudysoughttogaugetheperceivedeffectivenessoftheappealsusedinInstagraminfluencermarketingonaudienceattention.Usingthesurveymethod,theresearcherselicitedresponsesfromtherespondentsonthefrequencyoftheirexposuretosponsoredpostsandthemostvisibleproductcategory.Responseswerealsosoughtontheirperceptionofthemosteffectiveappealsusedintheposts.Dataontherespondentsdemographyandresponsesrelatingtothestudyarepresentedinthetablesbelow:37Table4.2.3DemographicCharacteristicsoftheRespondentsVariablesFrequencyPercentageGenderFemale16577.1%Male4922.9%Total214100%Age16-2010950.9%21-256429.9%26-30219.8%31andabove209.3%Total214100%ReligionIslam11955.6%Christianity9544.4%Others00%Total214100%Source:FieldSurvey,2024Table4.2.3showsthatmanyoftherespondents77.1%werefemales,only22.9%ofthemweremales.Therefore,majorityoftherespondentswerefemales.Also,50.9%oftherespondentswerethosewithinageof16-20years,thosewithinageof21-25were29.9%whilethosewithinageof26-30were9.8%andthosewithinageof31andabovewere9.3%.Inthesamevein,thereligionshowsthatmajorityofrespondents55.6%wereMuslims,while44.4%wereChristians,whileotherswere0%.Therefore,thesubstantialnumbersoftherespondentswerefemaleswithrespondentsaged16-20asmajority.38Table4.2.5:TheperceivedeffectivenessoftheappealsusedinInstagraminfluencermarketingonaudienceattention.VariablesFrequencyPercentageHowoftendoyounoticesponsoredpostsonInstagram?Always10046.7%Sometimes7635.5%Rarely209.3%Never188.4%Total214100%WhichproductcategorydoyoumostlyviewsponsoredpostsbycelebrityinfluencersonInstagram?Food4018.7%Clothing5023.4%Cosmetics3516.4%Travels4018.7%Fashion&Lifestyle4922.9%Others00%Total214100%Towhatextentdosponsoredpostsbycelebrity/influencerscatchyourattention?Toagreatextent6028.0%Toanextent7535.1%Toalowextent6028.0%Tonoextent198.9%Total214100%Whichadvertisingappealbytheinfluencersmostcatchesyourattentiontotheproduct/service?Emotionalappeal11453.3%Rationalappeal10046.7%Total214100%Howlikelyareyoutoclickonasponsoredpostthatinterestyou?VeryLikely4018.7%Likely2511.7%Neutral8037.4%Unlikely3516.4%VeryUnlikely3415.9%Total214100%Haveyoueverpurchasedasaresultofseeingasponsoredpost?Yes11352.8%No10147.2%Total214100%Source:FieldSurvey,2024Thetable4.2.4revealedtheperceivedeffectivenessoftheappealsusedinInstagraminfluencermarketingonaudienceattention.Thus46.7%oftherespondentsalwaysnoticesponsoredpostsonInstagram,35.5%weresometimes,while9.3%wererarelyand8.4%werenever.Also,23.4%oftherespondentsselectedclothingastheproductcategorymostly39viewsponsoredpostsbycelebrityinfluencersonInstagram,22.9%oftherespondentsselectedfashion&lifestyle,18.7%oftherespondentsselectedfoodwhile18.7%oftherespondentsselectedtravels,16.4%oftherespondentsselectedcosmeticsand0%wereothers.Meanwhile,35.1%oftherespondentsstatedthatsponsoredpostsbycelebrity/influencerscatchtheirattentionstoanextent,28.0%oftherespondentsselectedtoagreatextent,while28.0%oftherespondentsselectedtoalowextentand8.9%oftherespondentsselectedtonoextent.Also,53.3%oftherespondentsselectedemotionalappealastheadvertisingappealthatcatchtheirattentionstotheproduct/service,while46.7%oftherespondentsselectedrationalappeal.37.4%oftherespondentswereuncertainabouthowlikelytheyclickedonasponsoredpostthatinterestthem,18.7%oftherespondentsselectedverylikely,16.4%wereunlikely,while15.9%oftherespondentsselectedveryunlikelyand11.7%werelikely.However,52.8%oftherespondentsstatedthattheyhavemadeapurchaseasaresultofseeingasponsoredpost,while47.2%werenot.4.3DiscussionofFindingsThisstudyexploredtheappealsusedbyInstagraminfluencersinmarketingbrands.Fromthestudy,30influencerspageswerecontentanalyzedtoexaminethemarketingappealsusedonInstagramwithinthreemonths(April1,2024-June30,2024)andanonlinequestionnairewasadministeredto214respondentstoinvestigatetheperceivedeffectivenessoftheappealusedinInstagraminfluencermarketingonaudienceattention.ResearchQuestion1:WhatarethemostvisibleproductcategoriesengagedininfluencermarketingonInstagram?Table4.2.1aand4.2.1bansweredtheresearchquestion,41.0%ofthevisibleproductcategorieswereadvertisedinJuneand26.9%wereFashion&LifestyleasthemostvisibleproductcategoryengagedininfluencermarketingonInstagram.Therefore,thefindingsrevealedthatthemostoftheproductswereadvertisedinJunebyinfluencersmarketingonInstagramandFashion&Lifestyleisthemostvisibleproductengagedininfluencer40marketingonInstagram.However,thefindingssupportedastudyconductedbyZakandHasprova(2020)showedthatthepromotionofsomeproductsthroughinfluencersmaybemoreadvantageousthanothers.Whenitcomestopurchasingclothes,footwear,cosmetics,and,surprisingly,services,influencerswillhavethebiggestimpact.Meanwhile,peoplerelyheavilyonotherfactorstobuyfood,jewelry,andelectronics,butitisnotexcludedthatinfluencermarketingcouldaffectthemaswell(Zak&Hasprova,2020).ResearchQuestion2:WhatarethemostfrequentlyusedappealsininfluencersmarketingonInstagram?Inthiscontextofthisstudy,table4.2.2revealedthat57.7%oftheappealsusedwereemotionalappeals,whichimpliesthatemotionalappealsisthemostfrequentlyusedappealsininfluencermarketingonInstagram.Also,Ki,Cuevas,Chong,&Lim(2020)focusingontheattachmentdevelopmentmechanisms,analyzedpersonaandcontent-relatedattributeswhichresultsinenhancingthefollowerattachmenttowardstheinfluencer.Thestudyattemptstofindouthowdisclosureofemotionsandcontentcuesarecrucialininfluencermarketing.Theresultsunveilthatpersona-relatedattributeslikeenjoy-ability,inspirationandsimilarityandcontentcurationabilitieslikeinformativenessshapethefollowersperceptiontowardsSMIs.ResearchQuestion3:WhatistheperceivedeffectivenessoftheappealusedinInstagraminfluencermarketingonaudienceattention?Thefindingsfromtable4.2.4revealedtheperceivedeffectivenessoftheappealsusedinInstagraminfluencermarketingonaudienceattention.ThemajorityoftherespondentsalwaysnoticesponsoredpostsonInstagram.Also,therespondentsselectedclothingastheproductcategorymostlyviewedsponsoredpostsbycelebrityinfluencersonInstagram.Therespondentsstatedthatsponsoredpostsbycelebrity/influencerscatchtheirattentionstoanextent.Themajorityoftherespondentsselectedemotionalappealasthe41advertisingappealthatcatchtheirattentionstotheproduct/service.Inthesamevein,therespondentswereuncertainabouthowlikelytheywillclickonasponsoredpostthatinterestthemandtherespondentsstatedthattheyhavemadeapurchaseasaresultofseeingasponsoredpostonInstagram.Fromthesefindings,thetablerevealedthattheappealsusedinInstagraminfluencersmarketingonaudienceattentionareeffective.However,Stubb&Colliander,(2019)analyzedhowfollowersengagementbehaviorisdeterminedbydifferentattributesofinfluencerscontentandengagementstrategyonInstagram.Basedonanonlineinfluencersdatabase,thestudyconsideredadatasetofInstagraminfluencers.TocollectthedataaboutInstagraminfluencers,243influencersfromSaudiArabiaandRiyadhweretargeted.Thestudydiscoveredthatfollowerengagementisnegativelyaffectedbycontentvolumeandnumberoffollowers,whilethenumberoffollowersispositivelyrelatedtofollowerengagement.Asfirmsinvolvedinthefashion,beauty,travel,food,orbeverageindustriesarefrequentlycollaboratingwithinfluencerspopularonwidelyusedplatformssuchasInstagram,TikTok,Facebooketc.evaluatedthepredominantplatformsusedinSMImarketing.Theauthorsintroducevariousplatformsandguidethefirmstoidentifytherightinfluencerforcollaboration.AuthorsrevealthattheStrategiesthatacteffectivelyforcompaniesinthepast,maynolongerprovidethesameresultstoday.42CHAPTERFIVESUMMARY,CONCLUSIONANDRECOMMENDATIONS5.1IntroductionThisstudyfocusedonexploringtheappealsusedininfluencersmarketingonInstagram.Also,thischapterdealswiththesummary,conclusion,recommendation,suggestionsforfurtherstudiesandlimitationsrevolvingaroundtheresearchobjectives.5.2SummaryThisstudyexploredtheappealsusedininfluencersmarketingonInstagram.Also,itattemptedtoestablishthemostvisibleproductcategoriesengagedininfluencersmarketingonInstagram,toascertainthemostfrequentlyusedappealsininfluencersmarketingonInstagramandtoinvestigatetheperceivedeffectivenessoftheappealusedinInstagraminfluencersmarketingonaudienceattention.Thesecondchapterconsistedoftheconceptualframework,theoreticalframeworkandempiricalreviewofthestudy.Also,socialmarketingtheoryandtwo-steptheorywereusedforthisstudy.ThefindingsfromthecontentanalysisrevealedthatFashion&LifestyleisthemostvisibleproductengagedininfluencersmarketingonInstagramwhileemotionalappealsisthemostfrequentlyusedappealsininfluencersmarketingonInstagramandtheappealsusedinInstagraminfluencersmarketingonaudienceattentionareeffective.Also,thefindingsfromthesurveyconductedrevealedthattherespondentsagreedthatsponsoredpostsbycelebrity/influencerscatchtheirattentionstoanextent.ThemajorityoftherespondentsalwaysnoticesponsoredpostsonInstagram.Also,therespondentsselectedclothingastheproductcategorymostlyviewsponsoredpostsbycelebrityinfluencersonInstagram.Themajorityoftherespondentsselectedemotionalappealastheadvertisingappealthatcatchtheirattentionstotheproduct/service.Thetheoriesusedforthisstudyarerelevant,socialmarketingtheoryemphasizestheimportanceofunderstandingthetargetaudiencesneedsandpreferences,anditusesresearchandfeedbackloopstocontinuouslyimprovestrategies43andoutcomes.Itisadynamicsystemthatevolveswithnewinsightsfromresearchandpractice.5.3ConclusionTheriseofinfluencermarketingisaninnovationofbrandmarketingmodelsandanewwayofreshapingsocialmediausersreceptionandconsumption.Havingexaminedthefindingsofthisstudy,reviewedsomeliteraturesontheresearchtopic,andanalyzedthedatagathered,itissafetoconcludethattheappealsusedinInstagraminfluencersmarketingareeffective.Also,themorepeoplefollowtheinfluencers,morelikelytheywillbeconvincedofbuyingaparticularbrandorproduct.Morethefollowersapersonhad,moretheircredibilityincreasesandthetrustbetweentheirfollowersincreases.Therefore,influencersmarketingthroughInstagraminfluencersdoaffectthebuyingbehaviorofitsfollowersthroughmarketingappealsandemotionalappealsisthemostfrequentlyusedappealsininfluencersmarketingonInstagram.5.4RecommendationsInthecontextofthisstudy,thefollowingarerecommended:1.Thesocialmediainfluencersandothermicro-celebritiesinbrandcommunicationshouldfocusonthedifferentplatformsthatarebeingcreatedandthewaysinwhichtheseinfluencersareconnectingwiththeirindividualizedaudiencestopromotetheirpersonalself-branding.2.ThestudyrecommendthatinfluencersmarketingshouldimproveontheappealsusedtoattractaudienceattentiononInstagram.3.Thecompaniesshouldconsidertheroleofinfluencermarketingwithintheirmarketingstrategieswhenlookingtopromoteaproductorservicetoadirecttarget-audiencethataninfluencermayprovidebasedontheirdemographic.4.Also,Instagramshouldimproveitsservicefeature,especiallyforonlineshops;thus,reviewsthataretrustworthyforconsumerscanbedisplayed.445.5SuggestionforFurtherStudiesFurtherstudiescanbeconductedonexploringtheappealsusedininfluencersmarketingonInstagram.Thisstudycanalsobereplicatedbyotherresearchersinfieldstotallydifferentfrommasscommunicationsuchasmarketing,businesseducationetc.,soastocompareandcontrastthefindings.Itisalsosuggestedthatfurtherstudiescanbeconductedbyfocusingonalargerpopulationinordertogatherefficientdataandtoderivedifferentvariablesrelatingtotheselectedsocialmediaplatform.5.6LimitationstothestudyThestudyislimitedtoInstagramwhereasthereareseveralsocialmediaplatformsininfluencersmarketing.Also,thestudyhasyieldedsignificantresultsandproducedsubstantialcontributionstotheexistingbodyofknowledge.However,theresearchersadoptedmixedmethods;contentanalysismethodandsurveymethodtogathernecessarydataforthisstudy.Thefindingsofthisstudyisonlylimitedtoquantitativeresearchparadigmandanotherstudycanbeconductedusingdifferentresearchmethods.45REFERENCESAdeagbo,S.A.(2018).Thepathtoresearchmethodologyinmasscommunication.Ibadan:BethpageAssociatesPublisher.lvarez-Monzoncillo,M.(2023).Thedynamicsofinfluencermarketing:amultidisciplinaryapproach.Abingdon,Oxon:Routledge.Availableat:https://library.oapen.org/handle/20.500.12657/57750.Accessed17March2024.Ambrose,D.(2023).HowManyPeopleUseInstagram?WildUserStatistics.Lightstalking.Availableat:https://www.lightstalking.com/instagram-statistics/.Accessed17March2024.Armstrong,G.&Kotler,P.2017.Marketing:Anintroduction.13thedition,globaledition.Harlow:PearsonEducation.Aspire.2023.TheEvolutionofInfluencerMarketing-Past,Present&Future.Availableat:https://www.aspire.io/blog/the-evolution-of-influencer-marketing.Accessed17March2024.at:https://www.britannica.com/topic/Instagram.Accessed26March2024.Belch,G.&Belch,M.(2003):AdvertisingandPromotion,SixthEditionbrandcontrol,commercialoriekntationandpostcredibility.JournalofMarketingManagement,36(17-18),1805-1831(2020).Bystone,D.(2022).Instagram:WhatItIs,ItsHistory,andHowthePopularAppWorks.Investopedia.Availableat:https://www.investopedia.com/articles/investing/102615/story-instagram-rise-1-photo0sharing-app.asp.Accessed21March2024.C.Newberry,(2021)."44InstagramStatsThatMattertoMarketersin2021,"Hootsuite,06January2021.[Online].Available:https://blog.hootsuite.com/instagram-statistics/.[Accessed26March2024].Case,D.O.,Johnson,J.D.,Andrews,J.E.,Allard,S.L.,andKelley,K.M.(2004).Fromtwo-stepflowtotheinternet:Thechangingarrayofsourcesforgeneticsinformationseeking.JournaloftheAmericanSocietyforInformationScienceandTechnology,55,660-669.Contestabile,G.(2018).Influencermarketingin2018:Becominganefficientmarketplace.RetrievedJuly12,2018,fromhttps://www.adweek.com/digital/giordano-contestabile-activate-by-bloglovin-guestpost-influencer-marketing-in-2018/46Cotter,K.(2019).Playingthevisibilitygame:HowdigitalinfluencersandalgorithmsnegotiateinfluenceonInstagram.NewMedia&Society,21(4),895-913.https://doi.org/10.1177/1461444818815684DAlessandro,S.,&Miles,M.(2020).Inflfluencermarketing(2020).Eldridge,A.(2023).Instagramsocialnetworkingservice.Brittannica.AvailableEnberg,J.(2020).GlobalInstagramUsers2020.InsiderIntelligence.Fagohohungbe,O.B.(2002).ResearchmethodsforNigeriantertiaryinstitutions,(2nded.).Lagos:MalthousePress.from:bit.ly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