"Estetiskt tillfredställande" : En kvalitativ studie av kvinnliga micro-influencers estetiska strategier för deras Instagram-flöde

• Main Authors: Salahiya, Sema, Latifaj, Blerina, Freudenberg, Natalia
• Format: Others
• Language: Swedish
• Published: Jönköping University, Tekniska Högskolan 2021
• Subjects: micro-influencer; aesthetic strategy; color harmony; feed aesthetics; aesthetically pleasing.; estetisk strategi; estetiskt tillfredställande; Design; Media Studies; Medievetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53891

Purpose – This study aims to explore the relationships between aesthetics and micro- influencers’ Instagram feed along with its effects on follower engagement. Based on the assumption that there is a common practice for micro-influencers who are familiar with aesthetics. Although micro-influencer content has attracted increased interest on Instagram, relatively little is known about influencers’ aesthetic strategy. Method – The present study addresses this gap by examining how feed aesthetics are associated with micro-influencers aesthetic strategy and what elements contribute to feed aesthetics. The study leverages a dataset of Instagram micro-influencers compiled by scraping an online survey and online interview to test its hypotheses with a qualitative approach. Findings – It has been indicated that feed aesthetics were positively associated with color, more specifically color harmony as well as a boost in follow engagement. However, these factors are modified by influencers’ domains of interest when creating content. The findings contribute to the literature by illuminating how principles related to aesthetics in micro- influencers’ images contribute to their aesthetic strategy and follower’s engagement on Instagram. Implications – The result of this study contributes with significant data that an Instagram client would carry out to make a feed that reflects feed style and grabs the eye of different groups. The significance of executing a thoroughly considered technique to an Instagram feed to make a tastefully satisfying look is demonstrated. In addition to that, getting a deep understanding of influencers feelings and emotions about their feeds and feed aesthetics, introducing the idea of color harmony when it comes to planning feed aesthetics. By the end of this paper a further research has been suggested which relates to the relation of aesthetics in different group genders and ages, with a different platform for instance.