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Population To be interviewed, a participant had to be a female between the ages of 18 and 24 and have between 3,000 and 30,000 Instagram followers. I chose this specific range to focus on micro-influencers in the fashion context, as well as to focus on the major characteristics of influencers on Instagram. According to a 2018 study, 85% of influencers who created sponsored posts on Instagram in 2018 were women (“Distribution of Influencers Creating Sponsored Posts on Instagram Worldwide in 2018, By Gender | Statistics”, 2018). Additionally, as of January 2019, 32% of all Instagram users were between the ages of 18 to 24, and 33% of users were between the ages of 25 to 34 (“Distribution of Instagram users worldwide as of January 2019, by age group | Statistics”, 2019). I am calling these women “influencers” for the sake of assigning a title, although whether they see themselves as influencers or not is yet to be discovered. I hypothesized that these women will all share characteristics of “opinion-leaders” as defined through Everett Roger’s Diffusion of Innovations. These characteristics include being younger, better educated, more affluent, better connected, information seekers, likes to share new things, extroverted, and risk takers. While all of the Instagram accounts belonging to the women I interviewed are primarily focused on women’s fashion and style, lifestyle is closely connected and interwoven. Sample Because of the exploratory nature of this study, and because the total population of micro-influencers as defined above is unknown, I generated a reasonable convenience sample (Lavrakas, 2008). Initially, my interview pool consisted of individuals (a) I know personally, (b) who are “friends-of-a-friend”, or (c) I am connected with through the 18PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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