Exploring the Contents of Macro-Influencers’ Instagram

Nabilah Huda Zailani (), Shafizan Mohamed (), Mohd Azul Mohamad Salleh () and Zailani Abdullah ()
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Nabilah Huda Zailani: Universiti Kebangsaan Malaysia
Shafizan Mohamed: International Islamic University Malaysia
Mohd Azul Mohamad Salleh: Universiti Kebangsaan Malaysia
Zailani Abdullah: Universiti Malaysia Kelantan

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 597-607 from Springer

Abstract: Abstract Parasocial relationships are a very important topic because they offer significant benefits to followers who participate in them and are part of extending social networking strategies. Despite the increasing number of social media influencers on Instagram, little empirical research has been systematically examined on how macro-influencers use Instagram to establish parasocial relationships among followers. Therefore, this study employed a content analysis method to analyse 60 posts for each of the six macro-influencers’ Instagram accounts according to a systematic coding scheme. The results indicate that social media provides great opportunities for macro-influencers to market themselves in line with the increase in followers on their Instagram accounts.

Keywords: Parasocial relationship; Macro-influencer; Instagram (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-981-99-2337-3_51

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