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INTRODUCTION In an age of social media, Instagram ranks among the most popular mobile sharing platforms in the world (“Global social media ranking 2018 | Statistic,” n.d.). Created in 2010, Instagram now boasts over 800 million users and has widespread community engagement, leading worldwide trends (Olenski, 2018). It has been one of the 15 top most downloaded apps every day for more than 5 years, and analysts estimate its value to be around 35 billion US dollars (McCracken, 2017b). Instagram is an Internet-based service that allows users to share photos and videos with followers. The app can be accessed on iPhone, Android, and Windows mobile devices as well as online via a desktop computer. The defining characteristics of Instagram include users uploading photos or videos, the option to follow users, built in filter and editing features, adding locations via geotags, and a scrolling home page of user posts. Instagram is currently owned by Facebook (Rusli, 2012). With the exponential growth of Instagram, it is no surprise that companies and their brands began to pay close attention to its marketing potential. As an inherently visual medium, Instagram becomes a useful tool to showcase products in visually appealing ways. In addition, Instagram is highly favored by the millennial generation, a generation highly targeted by marketers (Kary, 2019). And although marketers have utilized Instagram in many ways, perhaps the most successful tactic has been through influencer marketing. 1PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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