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How do influencers portray companies on Instagram?: A multimodal discourse analysis on sponsored updates on the social media network Instagram
Stockholm University, Faculty of Humanities, Department of English.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The present thesis approaches the newly developed phenomenon of Influencer Marketing, with the aim to investigate the structure of influencer’s sponsored posts on the social media network Instagram. As people continuously express their opinions and feelings on social networking sites, this thesis analyses the textual and multimodal aspects of 18 posts from six influencers of two companies, namely Daniel Wellington and Na-kd, from the perspective of stance to distinguish similarities, differences and patterns concerning the structure of the posts and what these might imply regarding how a sponsored update marketing a product is structured. The results indicate that a common structure of how sponsored updates are generally constructed exists, but that the way they structure their posts does not depend on which company they are presenting, but rather how influencers structure their posts in general. Hence, there are similarities that conform to the influencers marketing both companies, for instance that the texts have roughly the same length and similar composition- both regarding the textual and the multimodal aspects. In addition, one important finding was the need of pragmatic competence to fully interpret how the influencer expresses stance, evaluation and positioning in the sponsored updates. To conclude, as Influencer Marketing provide a new way of communicating, I hope that other researchers continue to investigate Influencer Marketing on social media to contribute to the field of linguistics further. 

Place, publisher, year, edition, pages
2017. , 48 p.
Keyword [en]
Multimodal discourse analysis, social media, Instagram, Influencer marketing, stance
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:su:diva-144002OAI: oai:DiVA.org:su-144002DiVA: diva2:1106631
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Available from: 2017-06-12 Created: 2017-06-07 Last updated: 2017-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Language
  • de-DE
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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  • asciidoc
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