Who you are: the result of influencers’ instagramming –a qualitative study of how consumers’ offline identity is influenced by influencers on Instagram

Abstract

This study aims to explore how consumers’ offline identity is influenced by influencers on Instagram i.e. how influencers on Instagram affect consumers’ offline identity creation through consumption. Previous research has focused on influencers on Instagram from a marketing/company perspective, however this research will create an understanding from a consumer perspective. The analysis is based on the result conducted from two focus groups were three different themes were drafted: Regular consumers, the new influencers?, Instagram influence through communication online and offline, and identity creation through influencers on Instagram. Finally, the study indicates that it is the “everyday-influencer” who has the biggest influential power on consumers’ offline identity. Consumers identify themselves with the “everyday-influencer” and consume product/services being displayed by them in order to express who they are in their offline life.