Larsen, Sidsel Schiermer

Nielsen, Sara Melchior Neis

Rønnov, Marcus Pibemose

This study examines the textual and pictorial means, which influencers use in danish influencer marketing on Instagram. Through quantitative content analysis of 260 Instagram posts from 30 different influencers, this study points to several means, such as a) the typical composition of sponsored posts being total format with normal perspective, with sharp picture quality and hyper realistic material, with anonymous surroundings and one person present. b) The visual connection between the product and the influencer is higher prioritized than the textual presentation of the product. c) The context of the post is often presented by the use of hashtags and emojis rather than through text. d) The product or company is mostly presented through tags either on the picture, in the text or though the location. Furthermore this study examines the border between sponsored and organic posts through a qualitative content analysis of both sponsored and organic posts. This study concludes that the pictorial differences between organic and sponsored posts is diminutive and that a substantial amount of the organic posts possess a lot of the same qualities as the sponsored posts, even to a degree where a product is presented both in the picture and in the text.This study examines the textual and pictorial means, which influencers use in danish influencer marketing on Instagram. Through quantitative content analysis of 260 Instagram posts from 30 different influencers, this study points to several means, such as a) the typical composition of sponsored posts being total format with normal perspective, with sharp picture quality and hyper realistic material, with anonymous surroundings and one person present. b) The visual connection between the product and the influencer is higher prioritized than the textual presentation of the product. c) The context of the post is often presented by the use of hashtags and emojis rather than through text. d) The product or company is mostly presented through tags either on the picture, in the text or though the location. Furthermore this study examines the border between sponsored and organic posts through a qualitative content analysis of both sponsored and organic posts. This study concludes that the pictorial differences between organic and sponsored posts is diminutive and that a substantial amount of the organic posts possess a lot of the same qualities as the sponsored posts, even to a degree where a product is presented both in the picture and in the text

Social media: Influencer-marketing in Denmark

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Roskilde Universitet