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CHAPTER THREE: RESULTS In this chapter, I identify the emergent themes that appeared through my analysis of the interviews. Here, I present recurrent themes that address: what is important to a micro-influencer, what motivates a micro-influencer, how influencers struggle with self- identity, and what influencers desire out of brand partnerships. The participants ranged in experience with Instagram from a decade building their brand to just a year. They also ranged in number of followers and their experience working with brand partnerships; despite these differences, recurrent themes still appeared between all of the interviews. Part One: What Is Important to a Micro-Influencer? When it comes to how she decides what to post on her Instagram page, each influencer has created her own set of rules by which she chooses to live. One of the strongest rules that controls what she posts is whether or not the post reflects her authentic voice. The desire to remain authentic on Instagram is so important to an influencer that she will often turn down paid collaboration offers from companies in order not to corrupt her image. Indeed, all women interviewed indicated having turned down at least one offer. The influencer believes her authenticity builds a unique trust relationship between herself and her followers. Every influencer in my sample stated a belief that her followers would be able to “see right through” an inauthentic post, meaning a post that promoted a product that did not fall in line with an influencer’s personal beliefs or brand. Words like “honest,” 22PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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