Research Purpose

The purpose of this qualitative study was to understand the challenges that social media influencers face in producing creative content.

Goal

The goal is to gain insight into the relationships between influencers and the companies that sponsor them for advertisements in social media and help them to maintain and grow the engagement of their followers.

Audience

Social media influencers

My Role

Influencers recruitment, pre-interview questionnaire, Research questions, Researcher checklist, Unstructured interview questions, Interviewee introduction script, Interviews, Note-taking, Coding, Thematic analysis, Simplifying the theme, Methodology, methods, and discussions.

Team

Heba Dwikat, Camila Proffitt, Emma Meersman, Saurya Sinha(Me)

Duration

Sep - Dec 2019 (11 weeks)

Background

The growth of social media has resulted in the rise of influencers. It has become impossible to scroll through Instagram without seeing a perfectly staged influencer post encouraging followers to use or purchase a sponsored product. Influencers have had a significant impact on the advertising industry. In this study, our team seeks to explore the experience of Instagram influencers in producing content. Specifically, the study will focus on:

• The time and effort that goes into creating content.

• How do influencers get creative when generating a new content?

• How do influencers curate their product sponsorship while trying to achieve financial stability?

• How do influencers maintain trust of their followers?

Final Deliverable

Please click on the link to see the qualitative research paper.

final deliverable.