The role of social media influencers as a marketing tool on Instagram | ||||
| المجلة العلمية لبحوث الإذاعة والتلفزيون | ||||
| Article 10, Volume 2025, Issue 31, January 2025, Page 1-24 PDF (693.65 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/ejsrt.2025.414911 | ||||
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| Authors | ||||
| Rania Abdel Hai Ibrahim El Nahas1; . Shaimaa Z. Zoghaib2 | ||||
| 1PhD Researcher at the faculty of Mass Communication- Cairo University | ||||
| 2Professor in the Department of Radio and Television Faculty of Media – Cairo University.. | ||||
| Abstract | ||||
| The study aims to determine if social media influencer serves as a dynamic third party on their personal platforms, informing and selling the brand’s message to their followers, depending on the built credibility turning it to a social media advertising. The findings showed the SMIs worked hard to represent themselves in a certain way and draw their life with planned context to enhance their self-presentation and improve their self-portrait, and accordingly this made their followers look upon their life through this window that might cover the reality. SMIs preferred to post on the afternoon period to be sure that all followers were awake and ready to receive their content and interact with them. Through Instagram feed, SMIs were posting “Reels” and “Pictures” and this was highly used to promote to different brands and services, as “Reels” were proved to be the highest engagement method that widely spread the content and increase followers’ loyalty. SMIs posted a full portrait for themselves on Newsfeed to show a full look of their ideal thin body, well dressed outfit, perfect makeup and luxurious context. Also, SMIs appeared through “Reels” alone and promoting products using background music to highlight the content posted and empower their message. Stories of SMIs included videos and pictures with filters to perfectly presenting them in front of the audiences. Selfie was highly used by SMIs in their stories as it promoted a positive self-image, revealed their happiest moments and captured their feelings. They also posted different formats as portrait, pictures with products and pictures with family or friends, to involve their followers. SMIs used filters on their picture to change how their pictures looked before they posted them. SMIs used text with pictures to easily interpret their message to their followers. The videos posted by SMIs were normal talking from the influencer’s side, talking to their followers about products, about their life, gifts they received and their life experience. The text was short and concise delivering the message by adding hashtag, emojis and tagged people. It was found that audience were keen to ask the SMIs questions and know more about the influencer’s life, opinion and attitude. | ||||
| Keywords | ||||
| Social media influencers; Instagram; products; marketing; Reels; Stories | ||||
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