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Instagram influencer advertisements : how can an influencer advertisement on Instagram be recognised?

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Instagram influencer advertisements : how can an influencer advertisement on Instagram be recognised?

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Samenvatting

QUOTE “It is necessary to research how an Instagram influencer advertisement can be recognized [as such] in order to give everyone the essential right to know which content is an advertisement.” ABSTRACT The following research report explores how to recognise Instagram influencer advertisements as such. This is explained by researching 91 different posts. - There are 3 elements that make it possible to identify an Instagram post as being an advertisement: 1st element: one may look at the pictures and find the images are out-of-scope. For instance, you see the influencer posing next to a product or holding a product with the logo visible. 2nd element: one may find captions as @brandname or #brandname inside the post. 3rd element: one may discover tags when they double-click the picture in the Instagram post. - All cases enable the Instagram user to click-through to a brand page on the platform. Why these advertisements are effective is explored by a visual test and by doing desk research. - Talking to experts in the industry helped to add insider insights and therefore add more qualitative data towards the Instagram influencer theme of this report. RESEARCH QUESTION How can an influencer advertisement on Instagram be recognised? SUB-QUESTIONS 1: What is the standard format of an influencer advertisement on Instagram and how does it differentiate from a traditional advertisement? 2: Why is an influencer advertisement on Instagram effective? 3: How does influencer-advertising work according to professionals in the industry? 4: How could the acquired knowledge be used in the future? GUIDE The guide will help the reader to find out which Instagram posts are influencer advertisement. By taking the reader through a step-by-step instruction bingo and by showing a gallery of Influencer advertisements, this guide playfully indicates how to identify the standard format.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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