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An influencer is any person in a position to affect the decisions of others. In the context of social media, influencers are typically thought to have an above average following (high reach) and potential to “move the needle” for a company, brand, or product (Guest Author, 2018). They can be celebrities proper (e.g., a famous actor or musician) or a micro-celebrity, someone who has self-branded as important or otherwise authoritative about some product category (Khamis, 2017). On Instagram, influencers share visual narrations of their personal, everyday lives creating a brand based off their username and page (Abidin, 2016). Most influencers focus on lifestyle choices in one category like fashion, food, or fitness. Influencer marketing works well for brands because of the influencer’s highly engaged followership. The influencers’ followers are not dissuaded by advertising on Instagram, but rather expect it. They trust the influencer as an expert voice. The purpose of this thesis is to explore the identities of female fashion influencers on Instagram. Through interviews with a convenience sample of female fashion influencers I aim to discover common themes regarding motivation, experience, and self-identity. While influencer marketing is seen as a strong method for modern day marketing, there has been little formal research into the Instagram influencer population itself. Through my thesis research, I seek to discover more about a population of Instagram influencers as defined by their personal experiences and self-identity. By knowing more about influencer motivation, experience, and perspective, brands will be able to more accurately identify how influencer marketing can work to meet their goals. In Chapter One, I discuss the history of Instagram and the nature of influencers. Chapter Two outlines the methods I used to collect and analyze my data. Chapter Three presents the results of my research, 2PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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