Impact of Instagram Influencers on Word-of-Mouth; Case: Ismael Harb Vera

The objective of the thesis was to study Instagram users’ perception of Instagram influencers and to study an Instagram micro-influencer who has a real-life experience in influence marketing. The objective was formed based on the purpose of the thesis to create an overview of influence marketing on social media and to disclose a role of Instagram influencers as a part of online word- of-mouth mechanism. \n \nThe thesis project is narrowed down to Instagram influencers. Therefore, the Instagram platform was chosen as research social media channel due to its high importance among Instagram influencers and a significant number of users worldwide. The two types of Instagram profiles are described. The features of a personal profile are explained briefly. The features of a business profile are included with a detailed description. Moreover, the thesis disclosed such topics as authenticity and content creation as significant components of online word- of-mouth principle, and micro-influencers because of a researched Instagram influencer and effectiveness of this type of influencers on online influence marketing. \n \nIn order to achieve objectives of the thesis the qualitative research method in a format of a focused interview and the quantitative research method in a format of an online survey were applied for primary information and data collection on the twelfth week of the year 2019. The secondary research was conducted by using the latest published literature, articles and websites. \n \nThe theoretical background collected as a part of the secondary research creates a full overview of the research topic. The results of the research provide information about Instagram users’ perception of Instagram influencers and underline the most important aspects affecting online word-of-mouth on Instagram. Therefore, the results of the thesis research provide companies with information that can be utilized in order to include Instagram influencers in marketing planning, and influencers with information that can support the development of the relationships with their followers.