Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram |
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Authors: | Marianny Jessica de Brito Silva Salomão Alencar de Farias Michelle Kovacs Grigg Maria de Lourdes de Azevedo Barbosa |
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Affiliation: | 1. Department of Administrative Sciences, Federal University of Pernambuco, Recife, Brazil;2. marianny.jbrito@gmail.com;4. Academy of Digital Entertainment, Breda University of Applied Sciences, Breda, Netherlands |
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Abstract: | AbstractThe article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation. |
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Keywords: | Engagement digital influencer relationship marketing Instagram |
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