Att uppleva "Ett smärre psykbryt" eller "Inspiration"? : En kvalitativ studie om unga vuxna kvinnors identitetskapande och konsumtion genom influencers på Instagram.

• Main Authors: Svensson, Fanny, Eriksson, Isabelle
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för medier och journalistik (MJ) 2021
• Subjects: Instagram; influencer; consumption; identity creation; young adult women; economy; communication.; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104946

Instagram has become a platform where young women spend many hours a day on a daily basis. The app is largely used to publish media content and interact with other people. It is also used to gather inspiration around, among other things, fashion, beauty and interior design. As Instagram has become increasingly popular, it has also become a place for influencers to express their creativity and convey personal content. They are individuals who have a great influence on their audience. Together with companies, they market products and brands that make their followers, often young women, consume similar. Content that young women publish to their surroundings and consumption behavior becomes a large part of their identity creation.   This study is a qualitative study that aims to examine young adult women's identity creation and consumption habits through influencers on Instagram. To find out, two research questions have been studied and answered: How do young adults relate to the commercial intent of influencers' content on Instagram? and What significance do influencers on Instagram have for young adults' identity creation? A total of eight women between the ages of 18-25 were interviewed through a semi-structured interview containing four themes: Instagram, influencers, consumption and identity creation.   The study shows that the young women are aware of the marketing via influencers. Who they choose to follow is reflected in the fact that it is someone they look up to or want to emulate. Content that you want to see is the individual's everyday life in a format that must be genuine. They think that it is too much advertising and often content that creates negative feelings in them. Still, they are affected by it and consume products through discount codes or inspiration they received from influencers that they follow. This contributes to influencers having an influence over young girls' actions and thus identity creation.