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En los últimos años, las redes sociales e influencers están dominando las campañas de comunicación, debido a su poder de influencia en los consumidores. Como resultado, algunos de los actores tradicionales de la comunicación no están siendo considerados en los planes de comunicación. Sin embargo, no existe ningún estudio que confirme su pérdida de influencia sobre el consumidor y sus decisiones de compra. Tomando el caso de la compra en moda, el objetivo de este artículo es comparar el poder de influencia de siete actores de la comunicación: medios, marcas de moda, celebridades, influencers (mega, macro y micro) e influyentes. Con datos de 1176 cuestionarios respondidos a través del método de autodenominación, podemos concluir que los influencers son superados por los influyentes (círculos cercanos) como los líderes de opinión con mayor impacto en el consumidor, seguidos incluso por las marcas de moda y los medios de moda., In recent years, social media and influencers are dominating communication campaigns, due to their power to influence consumers. As a result, some of the traditional communication actors are not being considered in communication plans. However, no study has as yet confirmed their loss of influence over the consumer and their purchasing decisions. Taking the case of fashion into account, this article seeks to compare the power of influence of seven communication actors: media, fashion brands, celebrities, influencers (mega, macro and micro) and influentials. With data from 1176 questionnaires answered through the self-naming method, we can conclude that influencers are surpassed by influentials (close circles) as the opinion-leaders with the greatest impact on the consumer, followed then by fashion brands and the fashion media.

Reklam har genom tiderna utvecklats från att vara övervägande argumenterande text till att påsenare år ha en mer berättande ansats, särskilt med framväxten av videoreklam. Socialamedier har lockat många företag att flytta sin reklam från traditionella medier till socialamedier på grund av den ökande användningen. Samtidigt som företag söker sig till socialamedier gör även allmänheten det, där ibland barn. Att urskilja reklam från annat innehåll pådessa plattformar har visat sig vara särskilt utmanande för barn. Mot denna bakgrund syftardenna studie till att undersöka skillnader och likheter i Kevin Bangs TikTok-videor med fokuspå deras berättarstrukturer. Studien analyserade tio videor, fem samarbetsvideor och fem av Kevin Bangs egna videor.Detta gjorde vi med hjälp av aktantmodellen, Hey You See So och plott. Studiens resultatindikerar att videorna följer liknande berättarstrukturer med några få distinkta skillnader. Detär även tydligt att hans samarbetsvideor inte går att separera från hans egna videor, främst pågrund av att det inte finns tydliga säljarargument., Advertising has evolved over time, transitioning from predominantly persuasive text to adopting a more narrative approach in recent years, especially with the rise of video advertising. Social media has enticed many companies to shift their advertising from traditional media to social platforms due to the increasing user engagement. Simultaneously, as businesses migrate to social media, so does the public, including children. Distinguishing advertisements from other content on these platforms has proven to be particularly challenging for children. Against this backdrop, this study aims to examine differences and similarities in Kevin Bang's TikTok videos, focusing on their narrative structures. The study analyzed ten videos, comprising five collaboration videos and five of Kevin Bang's own videos. This analysis was conducted using the actantial model, Hey You See So, and plot. The results of the study indicate that the videos follow similar narrative structures with only a few distinct differences. It is also evident that his collaboration videos cannot be easily distinguished from his own videos, primarily due to the absence of a clear selling point.

"The best way to manage a crisis is to prevent one" (Coombs, 2019, p.19). A statement that in its simplicity is extremely powerful. However, today's digitalized society has contributed to the rapid dissemination of information and scrutiny of content that has complicated the management of crises. Because of the cancel culture that exists today on social media, it is therefore particularly important for actors with large followings to have the right conditions for managing crises. The actors who have the greatest impact on the public through social media, and who are therefore portrayed as almost omnipotent in terms of trust, are influencers (Hudders, 2020). This has put them in a very risky position in terms of being subject to crises. Despite this, there are currently no crisis strategies adapted for influencers, but the research that exists is based on an organizational perspective. From this, an interest was born to investigate whether the organization-centered crisis communication strategies are applicable to influencers, or whether there is a need to design a new model adapted for them. The aim of the study is therefore to examine the effect on trust depending on whether the sender of a crisis message is an organization or an influencer. The study is guided by the following question: - What, if any, effect does a crisis message have on recipients' trust linked to the concept's dimensions a) benevolence, b) integrity, c) competence/ability, d) reliability and e) openness/transparency, depending on whether the sender is an organization or an influencer? Based on PR research on organization-centered crisis communication theories, relationship building between influencers and their followers, and organizations and their stakeholders, and finally research on trust, an experiment has been conducted to answer the study's purpose and questions. The experiment consists of two experimental groups that took part in two equivalent crises followed by identical crisis messag, ”Det bästa sättet att hantera en kris, är att förebygga den” (Coombs, 2019, s.19, översatt till svenska). Ett yttrande som i sin enkelhet är oerhört slagkraftigt. Men dagens digitaliserade samhälle har bidragit till snabb informationsspridning och granskning av innehåll som har försvårat hanteringen av kriser. Med anledning av den cancel kultur som finns idag på sociala medier blir det därför extra viktigt att som aktör med stor följarskara ha rätt förutsättningar för att hantera kriser. De aktörer som innehar störst påverkan på allmänheten genom sociala medier, och som därav nästintill framställs som allsmäktiga i fråga om förtroendeinnehav, är influencers (Hudders, 2020). Det här är något som försatt dem i en mycket riskutsatt position vad gäller att bli föremål för kriser. Trots det finns det idag inga krisstrategier anpassade för influencers, utan den forskning som finns utgår från ett organisatoriskt perspektiv. Ur detta föddes ett intresse att undersöka huruvida de organisationscentrerade kriskommunikationsstrategierna är applicerbara på influencers, eller om det finns ett behov av att utforma en ny modell anpassad för dem. Studiens syfte är därför att undersöka effekten på förtroende beroende på om avsändaren av ett krismeddelande är en organisation eller en influencer. Studien leds av följande frågeställning: - Vilken, om någon, effekt har ett krismeddelande på mottagarnas förtroende kopplat till begreppets dimensioner a) välvilja, b) integritet, c) kompetens/förmåga, d) pålitlighet och e) öppenhet/transparens, beroende på om avsändaren är en organisation eller en influencer? Med avstamp i PR-forskningen gällande organisationscentrerade kriskommunikationsteorier, relationsskapande mellan influencers och dess följare, samt organisationer och dess intressenter, och slutligen forskning inom förtroende, så har ett experiment utförts för att besvara studiens syfte och frågeställning. Experimentet består av två experimentgrupper som tagit del av två likvärdiga k

This study examines how young women are affected by the body ideals on Instagram. Eight women from a university in the south of Sweden are interviewed. The results are discussed in this qualitative study by using the social comparison theory, sociocultural theory, the gender system and postfeminism. Through the interviews about how the body ideals on Instagram work and are created, the study shows a nuanced picture of how young women are affected by the body ideals that are spread. The study shows that Instagram has a significant impact on the respondents, which leads to an increased pressure and stress in connection with striving for the body ideals. Their perceptions of the idealized body ideal are changing, and striving to achieve this ideal creates strains on their standards. By applying chosen theories of social comparison, gender systems, sociocultural factors and postfeminism, this research contributes to a deeper understanding of how young women navigate and shape their self-images in a digital context. The findings underscore the importance of recognizing and addressing the challenges young women face in terms of body ideals and self-image formation on social media platforms such as Instagram.

I dagens konsumtionssamhälle präglas konsumenter ständigt av olika trender och skönhetsideal som sprids och förmedlas på sociala medier samt som anses viktiga för vissa konsumenter att följa. Influencers har i takt med detta blivit de nya opinionsledarna som förmedlar trender och skönhetsideal som förväntas följa för att passa in i samhällets normer. Tidigare forskning har fokuserat på hur företag inom skönhetsbranschen ska använda sociala medier och influencers för att stärka sina varumärken och påverka konsumenternas konsumtionsval. Forskningen visar att vissa konsumenter följer och efterliknar det influencers förmedlar samt att detta kan medföra negativa konsekvenser för konsumenters välbefinnande. Det går däremot att identifiera ett gap kring varför vissa konsumenter har en strävan att efterlikna influencers och följa trender samt ideal och varför detta kan medföra konsekvenser för deras välbefinnande, vilket kommer att besvaras i denna studie. Detta har studerats utifrån social identitetsteori och sociala jämförelseteori, vilket är två teoretiska ramverk som även använts inom tidigare forskning. Det empiriska materialet som legat till grund för detta arbete har samlats in med hjälp av semistrukturerade intervjuer. Materialet från analysen synliggjorde att social identifiering är avgörande för huruvida konsumenten strävar efter att efterlikna influencers och passa in i en social grupp. Beroende på förväntningar inom den sociala gruppen varierar pressen på att följa trender samt ideal och till följd av detta uppstår olika typer av konsekvenser för konsumenten.

Recently, the growth of social media has become an essential element in consumers’ daily lives. The widespread use of social media allows users to experience different kinds of content online and also be exposed to influencers-generated content. Moreover, social media allows influencers and consumers to share their opinions and interact as well as create communities through digital platforms. This research aims to deepen the understanding of how women’s consumer identity is shaped by social media and influencers. As women are academically less explored and a main target to beauty and lifestyle industries they were chosen as the target group for the study. To be more specific, 14 young women between the ages of 18-30 from Nordic countries were chosen. The study is conducted on three main literature streams which are Consumer Identity, Gender in Consumer Research and Social Media. The study also aims to contribute to these streams of literature. A qualitative research method was chosen with semi-structured interviews. The theoretical lenses taken to analyse the findings are Butler’s Gender Performativity (Butler, 1993), Goffmann’s Performativity (Belk, 2013) and Goffmann’s theories on ‘self’ and ‘extended self’ (Belk, 1988). The findings of the study illustrate that female consumers tend to shape their identities in three ways which are Body image (Ideal body and Gendered body), Aesthetic inspirations (Self-expression and Aspiration), and Affect and Emotion (Happiness and a Sense of Belonging). The study also underlines the relationship between influencers and their audiences to explore social media engagement. To conclude, the study provides a better understanding of women’s identity construction from the perspectives of gender and social media.

Background: The rise of influencer marketing, fuelled by globalisation and social media popularity, has led to an increased ethically contested promotion of aesthetic surgery by influencers. Existing research has primarily focused on consumers, leaving the influencer perspective and their ethical justifications largely unexplored. Purpose: To explore the ethical justifications of social media influencers in promoting aesthetic surgery, advancing understanding of influencer marketing ethics. Methodology: Netnography, followed by a qualitative content analysis of 25 social media influencers on TikTok, Instagram, and YouTube. Theoretical perspective: Ethics, Boltanski and Thévenot’s Theory of Justification (2006), Mills’ Vocabularies of Motive (1940), and Schwartz's Theory of Basic Human Values (2012). Findings: Two main themes in influencers' ethical justifications were identified: authenticity, and empowerment and self-actualisation. Authenticity prioritises openness and sincerity, building trust with audiences. Empowerment and self-actualisation reveal influencers' justification for personal growth, focusing on improvement and fulfilment. Improvement reflects efforts to enhance self-esteem, while fulfilment portrays surgery promotion as a route to satisfaction and validation. Practical Implications: Based on the findings of this thesis, influencers can make more informed content decisions, agencies can provide better guidance, clinics can align collaborations with ethical principles in mind, policymakers can shape regulations, and the public can engage more critically with influencer content for a more responsible digital media landscape. Keywords: Influencer marketing; Influencers; Aesthetic surgery; Ethics; Justification

Objective: The objective of the research is to get in-depth knowledge regarding digital influencers in the field of B2B market place and explore different ways to develop synergies through bridging between influencers and business organizations in B2B sector. Method: For attaining the objective we have adopted qualitative approach. Here the total research work is exploratory in nature. We have explored popular B2B influencers of different social media platforms from Bangladesh, India, Pakistan, USA, China and anylze their contribution towards the growth of different B2B sectors. Results and Discussions: Our research analysis shows that B2B influencers tend to possess certain personality traits that enable them to build credibility and forge connections and deliver tangible gains in traffic, leads, and sales KPIs of a brand, hence pointing towards an overarching positive ROI. Research Implications: The theoretical contribution of this study is the pragmatic understanding of influencer marketing in business to business market. Here we have reconnoitered the strategies of digital influencers which may help to grab more market share. Originality/Value: In light of managerial aspect, this study helps to comprehend significance of influencer marketing in B2B arena and the way of implementing strategies for attainment of organizational goals. We have also found certain metrics that may help managers to determine the concrete business impact of B2B influencer campaigns.

Introduction:This study was born from the interest of analyzing the nutritional education that adolescents receive in high school, providingthem with thecriteriato choose food information through social networks, that is, from professionals related to nutrition that base their content and publications in a scientific and objectivemanner. Social networks are very popular, and some people take advantage of itto promote products or spread falseinformation, which is why awareness must be raised about the proper use of these digital platforms.Methodology:A case study was carried out on35 students from Villanueva high school located in the municipality ofthe same name, belonging to the state of Zacatecas, México, of the classof “hygiene and community health”, which contemplates in their training subjects on nutritional education. Two semi-structured surveys were appliedduring the 2022-2023 school year, from whichdata related to the use of social networks, time spent browsing them, which ones they mostly use, as well as the type of food information they used were collectedand visualized in these digital media. Results: The approximate age of the respondents ranged from 17 years, of which 20 were women, 9 were men and 6 did not specifytheir sex. Likewise, of the total sample, 5.1% were obese, 10.2% were overweight, and 64.1% were normal weight. 100% of the respondents claimed to have an active profile on social networks, where they reported following profiles that talk about nutrition, considering that information is more attractive through these digital media, Discussion:It was shown that the adolescents surveyed do not have the correct criteriato discern between the nutritional information that they viewon social networks, since there were greater coincidences in following the accounts, for example:Leana Deeb, Carlos Belcast and Andoni, influencerswho do not have academic preparation related to nutrition. Conclusions:The adolescents reported making frequent use of social, Introducción: Este estudio nace por el interés de analizar si la educación nutricional que reciben las y los adolescentes en su formación dentro del nivel medio superior, les brinda los criterios para elegir información alimentaria a través de las redes sociales de fuentes fidedignas, es decir, de profesionistas relacionados a la Nutrición que basen su contenido y publicaciones de manera científica y objetiva. Las redes sociales cuentan con gran popularidad, y, algunas personas lo aprovechan para promocionar productos o divulgar información falsa, es por ello que se debe concientizar sobre el buen uso de estas plataformas digitales. Metodología: Se realizó un estudi de caso a 35 estudiantes de la preparatoria "Villanueva" ubicada en el municipio del mimo nombre, perteneciente al estado de Zacatecas, México, de la "Formación para el trabajo de higiene y salud comunitaria", la cual, contempla en su plan de estudios un módulo sobre educación nutricional. Se aplicaron dos encuestas semiestructuradas durante el ciclo escolar 2022-2023, de las cuales se recabaron datos relacionados al uso de las redes sociales, tiempo que dedican a navegar en ellas, cuales son las que mayormente utilizan, así como el tipo de información alimentaria que visualizan en estos medios digitales. Resultados: La edad aproximada de las y los encuestados osciló entre los 17 años de edad, de los cuales, 20 fueron mujeres, 9 hombres y 6 no especificaron su sexo, así mismo del total de la muestra el 5.1% presentaban obesidad, el 10.2% sobrepeso y el 64.1% tenían normo peso. El 100% de las y los encuestados afirmó tener al menos una cuenta activa en redes sociales, donde refirieron seguir perfiles que hablen sobre nutrición, considerando que la información es más atractiva a través de estos medios digitales. Discusión: Se demostró que las y los adolescentes encuestados no cuentan con los criterios correctos para discernir entre la información nutricional que visualizan en las redes sociales, ya que hub

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

The present study explores the language used by travel influencers on Instagram. More specifically it focuses on the creation of hashtags from the word-formation perspective and phraseology. The aim of this study is twofold: 1) to identify and analyze the hashtags used by travel influencers on Instagram, and 2) to propose a morphosyntactic taxonomy of the hashtags found. In order to carry out the study, a corpus-based approach was followed. The data was gathered from Instagram – one of the most popular social networks at present, providing an authentic up-to-date sample. As a result, 372 hashtags were collected for this study, which were consequently classified into four major groups: (1) # + word, (2) # + phrase, (3) # + clause, (4) # + other., El present estudi explora el llenguatge utilitzat pels influencers de viatges a Instagram. Més concretament, se centra en la creació dels hashtags des de la perspectiva de la formació de paraules i la fraseologia. L’objectiu d’aquest estudi és doble: 1) identificar i analitzar els hashtags que utilitzen els influencers de viatges a Instagram, i 2) proposar una taxonomia morfosintàctica dels hashtags trobats. Per dur a terme aquest estudi s’ha seguit un enfocament basat en corpus. Les dades es recopilaren d’Instagram, una de les xarxes socials més populars a l’actualitat, que proporciona una mostra autèntica i actualitzada. Com a resultat, es van recopilar 372 hashtags per a aquest estudi, que es classificaren en quatre grans grups: (1) # + paraula, (2) # + frase, (3) # + oració, (4) # + altre.

En el sector de la moda, encontramos una figura relevante de la que las marcas hacen uso mediante estrategias de colaboración para así dar una mayor visibilidad a sus perfiles. Hablamos de los influencers, aquellos creadores de contenido que cuentas con miles de seguidores mediante los que se puede obtener un alcance de visibilidad mayor que saben adaptar muy bien el contenido para su público. Mediante el uso de influencers, las marcas consiguen generar un interés mayor entre el usuario y ella ya que gracias a los seguidores que tienen y la interacción que el público hace con ellos, generan un engagement elevado en los posts que publican. El incremento de las nuevas plataformas digitales y las características de que estas se usen de una manera práctica y utilitaria han supuesto que las empresas de moda adapten el contenido que publican, así como los mensajes que emiten en función de las nuevas tendencias como la generación de contenido en vídeo en un formato corto e interactivo. Las redes sociales ocupan una gran posición en los canales de comunicación que usamos actualmente, sobre el que las marcas han encontrado un buen camino para transmitir sus mensajes, así como sus promociones con el público internauta mediante el uso de diferentes estrategias de comunicación. La red social de Instagram es una de las pioneras en cuanto a la publicación de contenido de moda por las marcas convirtiéndose es una herramienta de promoción muy eficaz. La presente investigación tiene como objetivo principal incurrir en la generación de engagement positivo, negativo y global mediante las redes sociales, así como estimar la efectividad de firmas de moda de lujo de Valentino y Louis Vuitton, a partir de una metodología comparativa de análisis de contenido cualitativo y cuantitativo sobre una muestra de 692 posts entre las marcas seleccionadas en el estudio durante un periodo de análisis de seis meses entre 1 de noviembre y el 30 de abril donde se puede apreciar la actividad que tienen a

Influencers wield significant influence over their followers, making it essential to study how they build trust. This paper investigates how influencers Isabella Löwengrip, formerly Blondinbella, and Joakim Lundell, formerly Jockiboi, retained their followers' trust on Instagram during their persona changes. Given Instagram's popularity in Sweden, understanding influencer trust-building is crucial. Using rhetorical analysis, I will examine their official Instagram accounts to identify the strategies they used to maintain trust despite their identity transformations. Online, individuals often adopt identities with enhanced traits, different from their offlineidentity. Existing research reveals a gap in understanding influencers’ persona changes on Instagram. Relevant studies focus on parasocial relationships, online identities, and authenticity. Parasocial relationships involve perceived interactions between media users and figures, fostering identification. Online identities highlight favorable traits, differing from offline personas, while authenticity refers to perceived genuineness. This study aims to bridge this gap by exploring how influencers maintain trust during persona changes, making it a valuable research topic.

During the COVID-19 pandemic, many governments discouraged citizens from travelling both within and outside the nation in an effort to mitigate the spread of the virus. Still, some Scandinavian influencers, whose livelihood often depends on producing aesthetic travel content, chose to go abroad, which led to criticism from both followers and others. While ethical debates over air travel have taken place in social media for a long time, the specific conditions of the COVID-19 pandemic travel restrictions, combined with the centrality of travel within influencer culture, created new controversies and discussions on several influencers’ Instagram accounts in Norway and Sweden. In this article, we use digital ethnography and multimodal discourse analysis to examine discursive negotiations of different moral positions in regards to long-haul travel, the political role and responsibility of influencers, as well as how appeals to solidarity and individualised responsibility were performed and contested in socially mediated spaces during the COVID-19 pandemic.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

During the COVID-19 pandemic, many governments discouraged citizens from travelling both within and outside the nation in an effort to mitigate the spread of the virus. Still, some Scandinavian influencers, whose livelihood often depends on producing aesthetic travel content, chose to go abroad, which led to criticism from both followers and others. While ethical debates over air travel have taken place in social media for a long time, the specific conditions of the COVID-19 pandemic travel restrictions, combined with the centrality of travel within influencer culture, created new controversies and discussions on several influencers’ Instagram accounts in Norway and Sweden. In this article, we use digital ethnography and multimodal discourse analysis to examine discursive negotiations of different moral positions in regards to long-haul travel, the political role and responsibility of influencers, as well as how appeals to solidarity and individualised responsibility were performed and contested in socially mediated spaces during the COVID-19 pandemic.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

I en tid när vi använder sociala medier mer och mer, både i Sverige och ute i världen, så är det viktigt att ta ett steg tillbaka och faktiskt se vad det är vi kollar på för slags digitalt innehåll. Vi sitter med våra mobiltelefoner eller datorer och scrollar genom olika plattformar och tittar på innehåll, ofta från influencers, som framställer en pågående värld någon annanstans. Att fördjupa sig i detta kan hjälpa oss att förstå både sociala medier som ett kulturellt fenomen och den digitala världen i stort. Därför är denna studies syfte att undersöka hur svenska influencers relaterar till och använder var de är situerade i sitt digitala innehållsskapande. Tre forskningsfrågor finns för att hjälpa studien i att uppfylla dess syfte, de är: Hur framställer dessa influencers platser, alltså där de är situerade både fysiskt och digitalt, för sin publik? Vilken roll spelar föremål i detta, av influencers, framställande av plats? Hur navigerar influencers sin roll som digitala innehållskapare som använder rumslighet? Metoden med vilken studien har genomförts är digital etnografi. Materialet som därigenom har skapats är både transkriptioner och skärmdumpar av bilder och videor från influencers innehåll på de sociala medierna YouTube och Instagram. Detta material har sedan analyserats med hjälp av ett eklektiskt teoretiskt ramverk bestående av Doreen Masseys perspektiv på spatialitet, Erving Goffmans interaktionism, Sara Ahmeds fenomenologi och Zygmunt Baumans syn på konsumtionssamhället. Denna studie visar på hur influencers är förmögna att använda plats till sin fördel. De formar var de är situerade till digitalt innehåll. De skapar influencerplatser från rum som de försöker rama in till sin publik som olika vägar till lycka. Studien visar dessutom hur influencers konstruerar, navigerar och kommodifierar platser som ett led i deras cementering av sin egen roll som influencer. Inramad lycka bidrar med kulturanalytisk kunskap kring digitalt innehållsskapande som ett arbete, As the use of social media is continuously on the rise in Sweden, and in the world, it is important to take a step back and see what it is we view as content. We sit with our phones or on our computers, scrolling through various social media platforms, viewing content often created by influencers that depict the world unfolding somewhere else. Delving into and deconstructing this creation of content with the use of spatiality is therefore important to help understand social media culture and in a broader sense, the digital world. Thus, this study aims to investigate how Swedish influencers use and relate to spatiality in their digital content creation. It fulfills this aim with the help of three research questions: How do these influencers portray places – where they are situated both physically and digitally – for their audiences? What role do objects play in the influencer’s portrayal of places? That is, what objects are used in the staging of a place in the influencer content, and what things are strayed away from? How do influencers navigate their role as an influencer creating digital content out of space? The method through which the study has been conducted is digital ethnography. In turn, the material that has been created through that method is transcripts of videos and screenshots deriving from content created by Swedish influencers on YouTube and Instagram. This material has been analyzed with the help of an eclectic theoretical framework consisting of parts from Doreen Massey’s perspective on spatiality, Erving Goffman’s interactionism, Sara Ahmed’s phenomenology, and Zygmunt Bauman’s notion of the consumption society. The main findings of this study are that influencers can use spatiality to their advantage as they turn wherever they are situated into content – they create influencer places out of space which they frame to their audiences as paths to happiness. This study shows how the influencers construct, navigate, and commodify places as a means to

This study looks at the online community of crochet content creators on Instagram and the tension between creativity and the demands of online digital labour. Using a multimethod ethnographic approach of semi-structured in-depth interviews and online ethnography, the research aims to analyse the experiences of these creators and see how they navigate maintaining their online presence and satisfying their creative passions. Using the theoretical framework of digital labour and authenticity, the research explores the ways in which Instagram shapes trends and practices within the online handicraft community, by either influencing creative processes and fostering a sense of belonging among users or imposing trends and limiting creative expressions. The blurring of borders between leisure and labour and the real and virtual also come into play in the analysis. The analysis looks at the strategies employed by craft content creators to maintain a balance between work and personal life and other perspectives such as identity, authenticity, the online community, love for the creative craft, and job satisfaction. The results find that personal boundaries are drawn by the creators after experience has made them understand these to be necessary. It is also found that the digital labour they perform is ultimately perceived to be less exploitative and laborious than more traditional forms of work, making it still cemented as a dream job regardless of financial insecurities that may accompany it. This study has implications for the future as ideas of exploitation of online work may be underestimating the positive aspects for creative communities and artists.

Influencers wield significant influence over their followers, making it essential to study how they build trust. This paper investigates how influencers Isabella Löwengrip, formerly Blondinbella, and Joakim Lundell, formerly Jockiboi, retained their followers' trust on Instagram during their persona changes. Given Instagram's popularity in Sweden, understanding influencer trust-building is crucial. Using rhetorical analysis, I will examine their official Instagram accounts to identify the strategies they used to maintain trust despite their identity transformations. Online, individuals often adopt identities with enhanced traits, different from their offlineidentity. Existing research reveals a gap in understanding influencers’ persona changes on Instagram. Relevant studies focus on parasocial relationships, online identities, and authenticity. Parasocial relationships involve perceived interactions between media users and figures, fostering identification. Online identities highlight favorable traits, differing from offline personas, while authenticity refers to perceived genuineness. This study aims to bridge this gap by exploring how influencers maintain trust during persona changes, making it a valuable research topic.

This bachelor thesis, conducted by students at Linköping University, serves the purpose of examining the topic of influencer marketing and its effects on young adults. The study applies marketing- as well as psychological- theories onto collected empirical data regarding influencer marketing and the effects on young-adults buying behaviors. The research questions that the study has answered are in regard to how students at Linköping University respond to influencer marketing exposure, as well as potential differences between male and female respondents. The study concludes that while both men and women are voluntarily exposed to influencer marketing, differences arise in both their cognitive states and their purchasing behavior. The research presents detailed and nuanced insight into the similarities and differences between genders and their perception of influencer marketing, as well as how different psychological aspects are affected in the exposure to influencer marketing.

Studien undersöker hur TikTok-influencers storlek påverkar deras trovärdighet med utgångspunkt i Ohanians trovärdighetsmodell (1990). Den belyser influencers trovärdighet på TikTok, med fokus på dess betydelse för yngre målgrupper. Tidigare forskning har främst utforskat trovärdigheten på Instagram, medan denna studie syftar till att bidra med insikter specifika för TikTok. Frågeställningarna är: “Hur förhåller sig TikTok användare till influencers storlek?” och “Hur påverkar trovärdigheten på TikTok storleken på influencers?". En kvalitativ studie genomfördes med nio semistrukturerade intervjuer av dagliga TikTok-användare mellan 18-25 år. Den teoretiska ramen omfattar TikToks egenskaper som plattform för korta videor och influencers, med fokus på trovärdighetens roll enligt Ohanians modell (1990) som utgör en grund för att förstå de olika aspekterna av trovärdighet, som omfattar ärlighet, pålitlighet, uppriktighet, tillförlitlighet och trovärdighet. Resultaten visar att influencers storlek har signifikant inverkan på trovärdigheten, med varierande nivåer av de fem begreppen som ingår i Ohanians trovärdighetsmodell (1990). En stor majoritet anser att mindre influencers är mer trovärdiga, förmodligen på grund av att de oftare uppvisar högre nivåer av de fem begreppen från Ohanians modell (1990). Slutsatsen är att influencers storlek spelar en betydande roll för deras upplevda trovärdighet, där mindre influencers har fördelar., The study investigates how the size of TikTok influencers affects their credibility based on Ohanian's credibility model (1990). It sheds light on influencers' credibility on TikTok, with a focus on its significance for younger audiences. Previous research has primarily explored credibility on Instagram, while this study aims to contribute insights specific to TikTok. The research questions are: “How do TikTok users relate to the size of influencers?” and “How does the credibility of TikTok affect the size of influencers? A qualitative study was conducted with nine semi-structured interviews of daily TikTok users aged 18-25. The theoretical framework encompasses TikTok's characteristics as a platform for short videos and influencers, focusing on the role of credibility according to Ohanian's model (1990), which provides a basis for understanding the various aspects of credibility, including honesty, reliability, sincerity, trustworthiness, and credibility. The results indicate that influencer size significantly impacts credibility, with varying levels of the five concepts included in Ohanian's credibility model (1990). A large majority believe that smaller influencers are more credible, likely because they more frequently exhibit higher levels of the five concepts from Ohanian's model (1990). The conclusion is that influencer size plays a significant role in their perceived credibility, with smaller influencers having advantages.

Este Trabajo de Fin de Grado analiza cómo el uso de las redes sociales y los medios de comunicación de masas influye en el bienestar subjetivo y la imagen corporal de los alumnos de tercer ciclo de Educación Primaria. Se examina el papel de los "influencers" en la construcción de estilos de vida aspiracionales y formas de concebir la imagen corporal, así como su impacto en la autoimagen y la percepción corporal de los estudiantes. El estudio identifica tanto las consecuencias positivas como negativas de estos referentes, el contenido consumido por los alumnos, y cómo las plataformas digitales perpetúan estándares de belleza que afectan la autoestima. También se exploran las estrategias utilizadas por los alumnos para gestionar los impactos negativos en su bienestar y autoimagen., Departamento de Didáctica de la Expresión Musical, Plástica y Corporal, Grado en Educación Primaria

In recent years there has been an increase in the usage of social media. This trend coincided with the increase in promotion via influencers and with overall growth in public interest in health and fitness. This has led to an opportunity for new marketing strategies, namely influencer marketing. Through empirical observations we have identified early adopters of the influencer marketing strategy growing exponentially, especially in the sports wear fashion industry where relatively young companies have taken market share from bigger companies. Literature has shown influencer marketing to be beneficial to target customer segments efficiently and cheaper compared to traditional means of marketing. Hence, the purpose of this study is to examine how companies in the sportswear fashion industry use influencer marketing, how influencer marketing affects the consumers buying process and post-purchase behavior. By analyzing various factors of influencer marketing and the customer journey we have gained valuable insights into the interaction dynamics between companies, influencer and consumers and into what constitutes a successful influencer marketing campaign. In order to conduct this study, a theoretical framework has been designed centered on theories about influencer marketing, consumers' journey and brands. The study has used a qualitative method where 8 semi-structured in-depth interviews with industry representatives have been carried out. The respondents come from four different sportswear fashion brands and are well versed in this subject. The authors have considered all ethical aspects and made sure that non-identifying information is included that can be traced or linked back to the respondents. The interviews were conducted via Zoom and over the phone and the authors chose to do a thematic analysis to answer the research question: How do brands use social media influencers to affect consumers' journey within the sportswear fashion? The results from this study ind

La moda se caracteriza por ser un sector en continua evolución, por ello su comunicación debe estar a la altura y adaptarse a los nuevos medios. Sin embargo, no todos los sectores de moda utilizan las mismas estrategias, ya que existen grandes diferencias entre la moda de lujo y la moda prët-á-porter. En la actualidad las redes sociales son elemento clave en la comunicación, y con ellas ha aparecido la figura de los influencers. El objetivo principal de esta investigación es analizar y comparar las diferencias y similitudes que existen entre las estrategias que utilizan las marcas de moda de lujo y las marcas prët-á-porter en redes sociales., Grado en Publicidad y Relaciones Públicas

In the contemporary communication landscape, sustainable social media influencers play a vital role in advocating for sustainability campaigns initiated by companies. However, audience trust in these influencers can be challenged by perceived biases. This study examines how sustainable social media influencers maintain authenticity and credibility when collaborating on sustainability campaigns. Internal and external challenges are identified, and strategies such as strong self-identity, co-creation, and consistency are employed to address them. The findings underscore the importance of transparency and ethical communication in fostering trust and driving positive social change. This research sheds light on the critical role of influencers in promoting authenticity and credibility, particularly in the context of sustainability advocacy.

This master's thesis deals with the impact of influencers on journalism and explores the question of whether influencer strategies are adopted by journalists and how these strategies affect journalistic practices. By examining journalistic content on three German public service media accounts: News-WG, Migratöchter, and Mädelsabende, this study aims to uncover the extent to which influencer tactics are integrated into journalistic work by German public service media. Based on the theoretical framework of the profession of journalism and the profession of influencers, specific strategies were identified that characterize the work of influencers. These strategies were divided into the categories of posting, trust/authenticity, journalistic quality, and influencer inspiration. A qualitative content analysis of Instagram accounts and interviews with people associated with these accounts were then conducted. The analysis revealed that while Instagram accounts draw inspiration from influencer practices, journalistic quality and adherence to professional standards remain paramount. In addition, the analysis was placed in the context of the theory of hybrid media, which added a further perspective to the analysis.This research contributes to the understanding of the evolving dynamic between influencers and journalism in the digital age.

Today, social media has steadily grown to become an established part of our society. In a society over shadowed by the current climate crisis, sustainability-focused influencers play a central role in driving change. The purpose of this study is to contribute to a deeper understanding of how sustainability is communicated by Swedish sustainability-focused influencers to their followers. The aim of the study is to fill the knowledge gap in sustainability communication on social media and raise awareness. This awareness can be directed towards, among others, digital marketers and sustainability-influencers. The study employs a qualitative content analysis to identify sustainability indicators in the captions of Swedish sustainability-focused influencers Instagram posts. This resulted in three themes within which the captions were categorized. These themes were Slow fashion, Second hand first, and Informative posts. Based on these themes, an analysis was conducted, resulting in codes, the majority of which are anchored in theories. In the analysis of the captions, recurring codes emerged that were central to sustainability messages. By compiling these codes, the analysis led to four sustainability indicators that highlight the problem areas present in the data. The indicators identified in this work were Introspection, Solidarity, Encouraging Dialogue, and Sustainability Awareness. These indicators can serve to reflect real sustainability issues and needs., Sociala medier har idag vuxit stadigt och blivit en etablerad del av vårt samhälle. Ett samhälle som lever i skuggan av den rådande klimatkrisen, spelar hållbarhetsinfluencers en central roll i att driva förändring. Syftet med denna studie är att bidra till en fördjupad förståelse för hur hållbarhet kommuniceras av svenska hållbarhetsinfluencers till sina följare. Studiens mål är att fylla kunskapsluckan inom hållbarhetskommunikation på sociala medier och skapa en medvetenhet. Denna medvetenhet kan riktas till bland annat digitala marknadsförare och hållbarhetsinfluencers. Studien tillämpas genom en kvalitativ innehållsanalys för att identifiera hållbarhetsindikatorer i bildtexter hos svenska hållbarhetsinfluencers inlägg på Instagram. Detta resulterade i tre teman som bildtexterna kategoriserades inom. Dessa teman var Långsamt mode, Andrahand i första hand och Informativa inlägg. Baserat på dessa teman gjordes en analys som medförde koder där majoriteten av de förankras till teorierna. Vid analysen av bildtexterna uppkom koder som var återkommande och centrala i hållbarhetsbudskapen. Genom att sammanställa dessa koder utmynnade analysen i fyra hållbarhetsindikatorer som belyser de problemområden som förekom i datan. Indikatorerna som identifierades i detta arbetevar Introspektion, Solidaritet, Främja till dialog och Hållbarhetsmedvetenhet. Dessa indikatorer kan verka för att spegla verkliga hållbarhetsfrågor och behov.

Studien ”Den tunna verkligheten” är ämnad att undersöka hur influencers på Instagramkommunicerar det tunna kroppsidealet visuellt. Studiens syfte är att genom en semiotiskbildanalys undersöka hur det tunna kroppsidealet tar sig uttryck visuellt på sociala medier. Detteoretiska ramverket som används för att diskutera studiens resultat och analys är Ferdinand deSaussure, Charles S. Peirce och Roland Barthes teorier inom semiotiken och teckenläran, samtLeon Festingers teori om social jämförelse. Studien har använt sig av semiotisk bildanalys sommetod och utgår från en deduktiv ansats. Den semiotiska bildanalysen används primärt för attanalysera kroppsliga drag från identifierat från tidigare forskning, parallellt medanalysverktygen denotation och konnotation. De semiotiska verktygen index, ikon och symbolhar också använts i studien för en djupare analys. Analysen påvisade hur det tunna idealet tog sig uttryck på Instagram. Bilderna porträtteradetecken av det tunna idealet. Exempel på dessa tecken är utstickande revben, tunna lår ochnyckelben. Myten om den normativa kroppen avslöjades också som ett socialt budskap ochbilderna tyder på ett medvetet kroppsfokus för att främja det tunna idealet. Resultatet av studienpåvisade även hur en ökad kunskap om hur ideal kommuniceras behövs för att förståproblematiken med det tunna kroppsidealets påverkan, i form av social jämförelse ochinternalisering, som sedan kan leda till en ätstörningsproblematik., The study "The thin reality" is intended to investigate how influencers on Instagramcommunicate the thin body ideal visually. The purpose of the study is to examine, through asemiotic image analysis, how the thin body ideal is expressed visually on social media, througha semiotic image analysis. The theoretical framework used to discuss the study's results andanalysis is Ferdinand de Saussure, Charles S. Peirce and Roland Barthes' theories in semioticsand the theory of signs, as well as Leon Festinger's theory of social comparison. The methodsapplied to the study is a semiotic image analysis using a deductive approach. The semioticimage analysis is used primarily according to identified body concepts, in parallel with theanalysis tools denotation and connotation. The semiotic tools index, icon and symbol have alsobeen used in the study for a deeper analysis. The analysis showed how the thin ideal expressed itself on Instagram. The pictures portrayedsigns of the thin ideal, examples of these signs are protruding ribs, thin thighs and collarbones.The myth of the normative body was also revealed as a social message and the images suggesta conscious body focus to promote the thin ideal. The results of the study also demonstratedhow an increased knowledge of how ideals are communicated is needed to understand theproblem with the influence of the thin body ideal, in the form of social comparison andinternalization, which can then lead to an eating disorder problem.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

info:eu-repo/semantics/published

This study looks at the online community of crochet content creators on Instagram and the tension between creativity and the demands of online digital labour. Using a multimethod ethnographic approach of semi-structured in-depth interviews and online ethnography, the research aims to analyse the experiences of these creators and see how they navigate maintaining their online presence and satisfying their creative passions. Using the theoretical framework of digital labour and authenticity, the research explores the ways in which Instagram shapes trends and practices within the online handicraft community, by either influencing creative processes and fostering a sense of belonging among users or imposing trends and limiting creative expressions. The blurring of borders between leisure and labour and the real and virtual also come into play in the analysis. The analysis looks at the strategies employed by craft content creators to maintain a balance between work and personal life and other perspectives such as identity, authenticity, the online community, love for the creative craft, and job satisfaction. The results find that personal boundaries are drawn by the creators after experience has made them understand these to be necessary. It is also found that the digital labour they perform is ultimately perceived to be less exploitative and laborious than more traditional forms of work, making it still cemented as a dream job regardless of financial insecurities that may accompany it. This study has implications for the future as ideas of exploitation of online work may be underestimating the positive aspects for creative communities and artists.

In recent years there has been an increase in the usage of social media. This trend coincided with the increase in promotion via influencers and with overall growth in public interest in health and fitness. This has led to an opportunity for new marketing strategies, namely influencer marketing. Through empirical observations we have identified early adopters of the influencer marketing strategy growing exponentially, especially in the sports wear fashion industry where relatively young companies have taken market share from bigger companies. Literature has shown influencer marketing to be beneficial to target customer segments efficiently and cheaper compared to traditional means of marketing. Hence, the purpose of this study is to examine how companies in the sportswear fashion industry use influencer marketing, how influencer marketing affects the consumers buying process and post-purchase behavior. By analyzing various factors of influencer marketing and the customer journey we have gained valuable insights into the interaction dynamics between companies, influencer and consumers and into what constitutes a successful influencer marketing campaign. In order to conduct this study, a theoretical framework has been designed centered on theories about influencer marketing, consumers' journey and brands. The study has used a qualitative method where 8 semi-structured in-depth interviews with industry representatives have been carried out. The respondents come from four different sportswear fashion brands and are well versed in this subject. The authors have considered all ethical aspects and made sure that non-identifying information is included that can be traced or linked back to the respondents. The interviews were conducted via Zoom and over the phone and the authors chose to do a thematic analysis to answer the research question: How do brands use social media influencers to affect consumers' journey within the sportswear fashion? The results from this study ind

This master's thesis deals with the impact of influencers on journalism and explores the question of whether influencer strategies are adopted by journalists and how these strategies affect journalistic practices. By examining journalistic content on three German public service media accounts: News-WG, Migratöchter, and Mädelsabende, this study aims to uncover the extent to which influencer tactics are integrated into journalistic work by German public service media. Based on the theoretical framework of the profession of journalism and the profession of influencers, specific strategies were identified that characterize the work of influencers. These strategies were divided into the categories of posting, trust/authenticity, journalistic quality, and influencer inspiration. A qualitative content analysis of Instagram accounts and interviews with people associated with these accounts were then conducted. The analysis revealed that while Instagram accounts draw inspiration from influencer practices, journalistic quality and adherence to professional standards remain paramount. In addition, the analysis was placed in the context of the theory of hybrid media, which added a further perspective to the analysis.This research contributes to the understanding of the evolving dynamic between influencers and journalism in the digital age.

Today, social media has steadily grown to become an established part of our society. In a society over shadowed by the current climate crisis, sustainability-focused influencers play a central role in driving change. The purpose of this study is to contribute to a deeper understanding of how sustainability is communicated by Swedish sustainability-focused influencers to their followers. The aim of the study is to fill the knowledge gap in sustainability communication on social media and raise awareness. This awareness can be directed towards, among others, digital marketers and sustainability-influencers. The study employs a qualitative content analysis to identify sustainability indicators in the captions of Swedish sustainability-focused influencers Instagram posts. This resulted in three themes within which the captions were categorized. These themes were Slow fashion, Second hand first, and Informative posts. Based on these themes, an analysis was conducted, resulting in codes, the majority of which are anchored in theories. In the analysis of the captions, recurring codes emerged that were central to sustainability messages. By compiling these codes, the analysis led to four sustainability indicators that highlight the problem areas present in the data. The indicators identified in this work were Introspection, Solidarity, Encouraging Dialogue, and Sustainability Awareness. These indicators can serve to reflect real sustainability issues and needs., Sociala medier har idag vuxit stadigt och blivit en etablerad del av vårt samhälle. Ett samhälle som lever i skuggan av den rådande klimatkrisen, spelar hållbarhetsinfluencers en central roll i att driva förändring. Syftet med denna studie är att bidra till en fördjupad förståelse för hur hållbarhet kommuniceras av svenska hållbarhetsinfluencers till sina följare. Studiens mål är att fylla kunskapsluckan inom hållbarhetskommunikation på sociala medier och skapa en medvetenhet. Denna medvetenhet kan riktas till bland annat digitala marknadsförare och hållbarhetsinfluencers. Studien tillämpas genom en kvalitativ innehållsanalys för att identifiera hållbarhetsindikatorer i bildtexter hos svenska hållbarhetsinfluencers inlägg på Instagram. Detta resulterade i tre teman som bildtexterna kategoriserades inom. Dessa teman var Långsamt mode, Andrahand i första hand och Informativa inlägg. Baserat på dessa teman gjordes en analys som medförde koder där majoriteten av de förankras till teorierna. Vid analysen av bildtexterna uppkom koder som var återkommande och centrala i hållbarhetsbudskapen. Genom att sammanställa dessa koder utmynnade analysen i fyra hållbarhetsindikatorer som belyser de problemområden som förekom i datan. Indikatorerna som identifierades i detta arbetevar Introspektion, Solidaritet, Främja till dialog och Hållbarhetsmedvetenhet. Dessa indikatorer kan verka för att spegla verkliga hållbarhetsfrågor och behov.

In the contemporary communication landscape, sustainable social media influencers play a vital role in advocating for sustainability campaigns initiated by companies. However, audience trust in these influencers can be challenged by perceived biases. This study examines how sustainable social media influencers maintain authenticity and credibility when collaborating on sustainability campaigns. Internal and external challenges are identified, and strategies such as strong self-identity, co-creation, and consistency are employed to address them. The findings underscore the importance of transparency and ethical communication in fostering trust and driving positive social change. This research sheds light on the critical role of influencers in promoting authenticity and credibility, particularly in the context of sustainability advocacy.

Studien ”Den tunna verkligheten” är ämnad att undersöka hur influencers på Instagramkommunicerar det tunna kroppsidealet visuellt. Studiens syfte är att genom en semiotiskbildanalys undersöka hur det tunna kroppsidealet tar sig uttryck visuellt på sociala medier. Detteoretiska ramverket som används för att diskutera studiens resultat och analys är Ferdinand deSaussure, Charles S. Peirce och Roland Barthes teorier inom semiotiken och teckenläran, samtLeon Festingers teori om social jämförelse. Studien har använt sig av semiotisk bildanalys sommetod och utgår från en deduktiv ansats. Den semiotiska bildanalysen används primärt för attanalysera kroppsliga drag från identifierat från tidigare forskning, parallellt medanalysverktygen denotation och konnotation. De semiotiska verktygen index, ikon och symbolhar också använts i studien för en djupare analys. Analysen påvisade hur det tunna idealet tog sig uttryck på Instagram. Bilderna porträtteradetecken av det tunna idealet. Exempel på dessa tecken är utstickande revben, tunna lår ochnyckelben. Myten om den normativa kroppen avslöjades också som ett socialt budskap ochbilderna tyder på ett medvetet kroppsfokus för att främja det tunna idealet. Resultatet av studienpåvisade även hur en ökad kunskap om hur ideal kommuniceras behövs för att förståproblematiken med det tunna kroppsidealets påverkan, i form av social jämförelse ochinternalisering, som sedan kan leda till en ätstörningsproblematik., The study "The thin reality" is intended to investigate how influencers on Instagramcommunicate the thin body ideal visually. The purpose of the study is to examine, through asemiotic image analysis, how the thin body ideal is expressed visually on social media, througha semiotic image analysis. The theoretical framework used to discuss the study's results andanalysis is Ferdinand de Saussure, Charles S. Peirce and Roland Barthes' theories in semioticsand the theory of signs, as well as Leon Festinger's theory of social comparison. The methodsapplied to the study is a semiotic image analysis using a deductive approach. The semioticimage analysis is used primarily according to identified body concepts, in parallel with theanalysis tools denotation and connotation. The semiotic tools index, icon and symbol have alsobeen used in the study for a deeper analysis. The analysis showed how the thin ideal expressed itself on Instagram. The pictures portrayedsigns of the thin ideal, examples of these signs are protruding ribs, thin thighs and collarbones.The myth of the normative body was also revealed as a social message and the images suggesta conscious body focus to promote the thin ideal. The results of the study also demonstratedhow an increased knowledge of how ideals are communicated is needed to understand theproblem with the influence of the thin body ideal, in the form of social comparison andinternalization, which can then lead to an eating disorder problem.

Reklam har genom tiderna utvecklats från att vara övervägande argumenterande text till att påsenare år ha en mer berättande ansats, särskilt med framväxten av videoreklam. Socialamedier har lockat många företag att flytta sin reklam från traditionella medier till socialamedier på grund av den ökande användningen. Samtidigt som företag söker sig till socialamedier gör även allmänheten det, där ibland barn. Att urskilja reklam från annat innehåll pådessa plattformar har visat sig vara särskilt utmanande för barn. Mot denna bakgrund syftardenna studie till att undersöka skillnader och likheter i Kevin Bangs TikTok-videor med fokuspå deras berättarstrukturer. Studien analyserade tio videor, fem samarbetsvideor och fem av Kevin Bangs egna videor.Detta gjorde vi med hjälp av aktantmodellen, Hey You See So och plott. Studiens resultatindikerar att videorna följer liknande berättarstrukturer med några få distinkta skillnader. Detär även tydligt att hans samarbetsvideor inte går att separera från hans egna videor, främst pågrund av att det inte finns tydliga säljarargument., Advertising has evolved over time, transitioning from predominantly persuasive text to adopting a more narrative approach in recent years, especially with the rise of video advertising. Social media has enticed many companies to shift their advertising from traditional media to social platforms due to the increasing user engagement. Simultaneously, as businesses migrate to social media, so does the public, including children. Distinguishing advertisements from other content on these platforms has proven to be particularly challenging for children. Against this backdrop, this study aims to examine differences and similarities in Kevin Bang's TikTok videos, focusing on their narrative structures. The study analyzed ten videos, comprising five collaboration videos and five of Kevin Bang's own videos. This analysis was conducted using the actantial model, Hey You See So, and plot. The results of the study indicate that the videos follow similar narrative structures with only a few distinct differences. It is also evident that his collaboration videos cannot be easily distinguished from his own videos, primarily due to the absence of a clear selling point.

"The best way to manage a crisis is to prevent one" (Coombs, 2019, p.19). A statement that in its simplicity is extremely powerful. However, today's digitalized society has contributed to the rapid dissemination of information and scrutiny of content that has complicated the management of crises. Because of the cancel culture that exists today on social media, it is therefore particularly important for actors with large followings to have the right conditions for managing crises. The actors who have the greatest impact on the public through social media, and who are therefore portrayed as almost omnipotent in terms of trust, are influencers (Hudders, 2020). This has put them in a very risky position in terms of being subject to crises. Despite this, there are currently no crisis strategies adapted for influencers, but the research that exists is based on an organizational perspective. From this, an interest was born to investigate whether the organization-centered crisis communication strategies are applicable to influencers, or whether there is a need to design a new model adapted for them. The aim of the study is therefore to examine the effect on trust depending on whether the sender of a crisis message is an organization or an influencer. The study is guided by the following question: - What, if any, effect does a crisis message have on recipients' trust linked to the concept's dimensions a) benevolence, b) integrity, c) competence/ability, d) reliability and e) openness/transparency, depending on whether the sender is an organization or an influencer? Based on PR research on organization-centered crisis communication theories, relationship building between influencers and their followers, and organizations and their stakeholders, and finally research on trust, an experiment has been conducted to answer the study's purpose and questions. The experiment consists of two experimental groups that took part in two equivalent crises followed by identical crisis messag, ”Det bästa sättet att hantera en kris, är att förebygga den” (Coombs, 2019, s.19, översatt till svenska). Ett yttrande som i sin enkelhet är oerhört slagkraftigt. Men dagens digitaliserade samhälle har bidragit till snabb informationsspridning och granskning av innehåll som har försvårat hanteringen av kriser. Med anledning av den cancel kultur som finns idag på sociala medier blir det därför extra viktigt att som aktör med stor följarskara ha rätt förutsättningar för att hantera kriser. De aktörer som innehar störst påverkan på allmänheten genom sociala medier, och som därav nästintill framställs som allsmäktiga i fråga om förtroendeinnehav, är influencers (Hudders, 2020). Det här är något som försatt dem i en mycket riskutsatt position vad gäller att bli föremål för kriser. Trots det finns det idag inga krisstrategier anpassade för influencers, utan den forskning som finns utgår från ett organisatoriskt perspektiv. Ur detta föddes ett intresse att undersöka huruvida de organisationscentrerade kriskommunikationsstrategierna är applicerbara på influencers, eller om det finns ett behov av att utforma en ny modell anpassad för dem. Studiens syfte är därför att undersöka effekten på förtroende beroende på om avsändaren av ett krismeddelande är en organisation eller en influencer. Studien leds av följande frågeställning: - Vilken, om någon, effekt har ett krismeddelande på mottagarnas förtroende kopplat till begreppets dimensioner a) välvilja, b) integritet, c) kompetens/förmåga, d) pålitlighet och e) öppenhet/transparens, beroende på om avsändaren är en organisation eller en influencer? Med avstamp i PR-forskningen gällande organisationscentrerade kriskommunikationsteorier, relationsskapande mellan influencers och dess följare, samt organisationer och dess intressenter, och slutligen forskning inom förtroende, så har ett experiment utförts för att besvara studiens syfte och frågeställning. Experimentet består av två experimentgrupper som tagit del av två likvärdiga k

This study examines how young women are affected by the body ideals on Instagram. Eight women from a university in the south of Sweden are interviewed. The results are discussed in this qualitative study by using the social comparison theory, sociocultural theory, the gender system and postfeminism. Through the interviews about how the body ideals on Instagram work and are created, the study shows a nuanced picture of how young women are affected by the body ideals that are spread. The study shows that Instagram has a significant impact on the respondents, which leads to an increased pressure and stress in connection with striving for the body ideals. Their perceptions of the idealized body ideal are changing, and striving to achieve this ideal creates strains on their standards. By applying chosen theories of social comparison, gender systems, sociocultural factors and postfeminism, this research contributes to a deeper understanding of how young women navigate and shape their self-images in a digital context. The findings underscore the importance of recognizing and addressing the challenges young women face in terms of body ideals and self-image formation on social media platforms such as Instagram.

Research regarding influencer marketing (IM) highlights the influencer’s benefits forbrands in terms of visibility, engagement and sales. Studies in the field of psychology and health indicate certain negative forms of behavior demonstrated by influencers that affecttheir audiences, especially children. However, the influencer advertising sector is complex and requires a deeper understanding of the environment and contexts in which influencers work and their consequent interactions. This paper aims to delve deeper into the IM business by highlighting all the players involved and assessing their influence capacity. The study presents an exploratory analysis of the players involved in the IM industry, based on a qualitative methodology featuring 42 in-depth interviews and five focus groups. Theresults enable us to progress in terms of both IM research and practice, offering a series of deeper insights regarding its potential negative effects, not only with regard to audiences, but also with regard to the entire influencer environment., A pesquisa sobre marketing de influenciadores (IM) destaca os benefícios dosinfluenciadores para as marcas em termos de visibilidade, engajamento e vendas. No entanto, estudos na área da psicologia e da saúde apontam alguns comportamentosnegativos dos influenciadores que afetam os seus públicos, especialmente entre ascrianças. Compreender esses efeitos requer uma compreensão mais profunda das interações, do ambiente e dos comportamentos em que os influenciadores trabalham. Este artigo pretende aprofundar o negócio das mensagens instantâneas, destacando todos os atores envolvidos (consumidores, influenciadores, meios de comunicação, marcas, plataformas, agências, reguladores, instituições) e avaliando a sua capacidade de influência. O estudo apresenta uma análise exploratória dos atores envolvidos na indústria de MI, baseada em uma metodologia qualitativa que inclui 42 entrevistas em profundidade e 5 grupos focais. Os resultados permitem-nos avançar tanto na investigação como na prática do MI, permitindo-nos obter uma visão mais profunda sobre os possíveis efeitos negativos, não só no que diz respeito às audiências, mas também no que diz respeito a todo o ambiente de influência., La investigación sobre el marketing de influencers (IM) destaca los beneficios de los influencer para las marcas en términos de visibilidad, compromiso y ventas. No obstante, estudios en el campo de la psicología y de la salud señalan algunos comportamientos negativos de los influencers que afectan a sus audiencias, especialmente entre los menores. Entender estos efectos requiere una comprensión más profunda de las interacciones, el entorno y los comportamientos en los que trabajan los influencers. Este artículo pretende profundizar en el negocio del IM destacando a todos los actores involucrados (consumidores, influencers, medios, marcas, plataformas, agencias, reguladores, instituciones) y evaluando su capacidad de influencia . El estudio muestra un análisis exploratorio de los actores involucrados en la industria del IM, basado en una metodología cualitativa que incluye 42 entrevistas en profundidad y 5 focus groups. Los resultados nos permiten avanzar tanto en la investigación como en la práctica del IM, permitiendo obtener una visión más profunda de los posibles efectos negativos, no sólo con respecto a las audiencias, sino también con respecto a todo el entorno de influencia.

Influencer marketing is a marketing strategy that is based on collaborating with influencers on social media to promote products, services or brands. The objective of this study is to determine the level of influence that influencers have on consumers' purchasing decisions. The methodological approach of the research is quantitative, descriptive. The data collection process was supported by the application of surveys to a sample of 88 people per interviewer. According to the reported sample, 87.5% of those surveyed reveal that they follow influencers, of which 21.6% follow YouTuber-type influencers. Although there is a large number of users who report following influencers in one way or another through different digital platforms, 61.4% highlight that these do not influence their purchasing decision, El marketing de influencer es una estrategia de marketing que se basa en colaborar con personas influyentes en las redes sociales para promocionar productos, servicios o marcas. El objetivo del presente estudio es determinar el nivel del influencia que tienen los influencers en la decisión de compra de los consumidores. El enfoque metodológico de la investigación es cuantitativo, de tipo descriptiva. El proceso de recolección de datos, estuvo apoyado en la aplicación de encuestas a una muestra de 88 personas a encuestar. Conforme a la muestra indagada un 87.5% de los encuestados revela que siguen a influencers, de estos un 21.6% da seguimiento a influencers tipo YouTubers. A pesar de que existe una gran cantidad de usuarios que dan a conocer seguir de una forma u otra a influencers por medios de distintas plataformas digitales el 61.4% destacan que estos no influyen en su decisón de compra.

Artificial intelligence and the evolution of social networks have allowed the appearance of virtual influencers with human appearance, especially on Instagram. These can be defined as computer-designed figures that show an image like humans on social networks. This article applies an exploratory-descriptive design that aims to analyze, through a qualitative study that follows the case method, the definition of what human-looking virtual influencers are and how they act on Instagram. In addition, it’s also been analyzed how these figures work when working with brands as advertising resources. The results of this study reveal the way in which these figures behave and allow brands to understand their functioning as powerful supports for business communication. In addition, we provide a first study instrument through two analysis sheets that are based on literature and observation of the phenomenon on Instagram. Both sheets are applicable to other cases., La inteligencia artificial y la evolución de las redes sociales ha permitido la aparición de los influencers virtuales de apariencia humana sobre todo en Instagram. Estos se pueden definir como figuras diseñadas por ordenador que muestran en redes sociales una imagen similar a los humanos. Este artículo aplica un diseño exploratorio-descriptivo que tiene como objetivo analizar, mediante un estudio cualitativo que sigue el método de casos, la definición de qué son y cómo actúan en Instagram los influencers virtuales de apariencia humana. Además, también se ha analizado cómo funcionan estas figuras al trabajar con marcas como recursos publicitarios. Los resultados de este estudio ponen de manifiesto la forma en que estas figuras se comportan, y permiten a las marcas entender su funcionamiento como potentes soportes de comunicación empresarial. Además, se aporta un primer instrumento de estudio a través de dos fichas de análisis que parten de la literatura y de la observación del fenómeno en Instagram y que son aplicables a otros casos.

This work analyzes the new visual conventions on YouTube used by content creators with the aim of determining the editing techniques and resources they employ and comparing their techniques with the conventional rules of film editing. The initial hypothesis is that YouTubers have departed from the rules of classical film editing and have created their own editing code on YouTube. To study and demonstrate this phenomenon, the testimonies and videos of various lifestyle-themed content creators on YouTube are taken as the subject of analysis. The results conclude that the new creators of digital audiovisual content have developed their own editing approaches inspired by the emerging audiovisual trends of social media., Este trabajo analiza los nuevos convencionalismos visuales en YouTube utilizados por creadores de contenido, con el objetivo de determinar las técnicas de montaje y los recursos que utilizan, y comparar sus técnicas con las reglas convencionales de montaje cinematográfico. La hipótesis de partida es que los youtubers han roto con las normas del montaje clásico del cine y han creado un propio código de montaje en YouTube. Para estudiar y demostrar este fenómeno, se toman como objeto de estudio los testimonios y vídeos de diferentes creadores de contenido en YouTube de temática lifestyle. Los resultados concluyen que los nuevos creadores de contenido audiovisual digital han desarrollado sus propias propuestas de montaje inspirándose en las nuevas tendencias audiovisuales de las redes sociales.

This article analyzes scientific publications on influencers on social networks in order to explore their relationship with branding strategies. To do this, a systematic review of these concepts is carried out through a search of scientific articles that includes the Web of Science and Scopus databases. Based on a sample of a total of 74 peer-reviewed academic publications, it is noted that the topics that relate influencer strategies to brand management are relatively few. The incipient growth of scientific studies on influencer marketing together with the use of methodologies, mostly of an exploratory type, in social networks explain a trend focused on approaching these profiles from a perspective mostly interested in clarifying issues related to the ethics, determining the persuasive techniques used by influencers or observing their relationship with audiences from a social perspective. The need to continue nurturing a substantial line of research that links the study of influencers to the possible implications regarding brand strategies is appreciated., Este artigo analisa publicações científicas sobre influenciadores nas redes sociais a fim de explorar sua relação com estratégias de branding. Para isso, é realizada uma revisão sistemática desses conceitos por meio de uma busca de artigos científicos que inclui as bases de dados Web of Science e Scopus. Com base numa amostra de um total de 74 publicações académicas revistas por pares, nota-se que os tópicos que relacionam as estratégias dos influenciadores com a gestão da marca são relativamente poucos. O crescimento incipiente dos estudos científicos sobre marketing de influenciadores aliado à utilização de metodologias, maioritariamente de tipo exploratório, nas redes sociais explicam uma tendência focada em abordar estes perfis numa perspectiva maioritariamente interessada em esclarecer questões relacionadas com a ética, determinando as técnicas persuasivas utilizadas por influenciadores ou observando seu relacionamento com o público de uma perspectiva social. É apreciada a necessidade de continuar a alimentar uma linha substancial de investigação que ligue o estudo dos influenciadores às possíveis implicações nas estratégias de marca., Este artículo analiza las publicaciones científicas sobre los influencers en las redes sociales con objeto de explorar su relación en torno a las estrategias de branding. Para ello se lleva a cabo una revisión sistemática de estos conceptos a través de una búsqueda de artículos científicos que contempla las bases de datos Web of Science y Scopus. A partir de una muestra de un total de 74 publicaciones académicas revisadas por pares se advierte que las temáticas que relacionan las estrategias de influencers con el brand management son relativamente escasas. El incipiente crecimiento de los estudios científicos sobre el marketing de influencer unido al empleo de metodologías, en su mayoría de tipo exploratorio, en redes sociales, explican una tendencia centrada en el abordaje de estos perfiles desde una perspectiva mayoritariamente interesada en esclarecer cuestiones relacionadas con la ética, determinar las técnicas persuasivas empleadas por los influencers u observar su relación con los públicos desde una perspectiva social. Se aprecia la necesidad de continuar nutriendo una línea de investigación sólida que vincule el estudio de los influencers a las posibles implicaciones con respecto a las estrategias de marca.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.

Affordances and aesthetics of digital media platforms have given politicians new ways to connect with potential voters and actively manage their own self-image. Digital political communication is also often influenced by current trends in PR or commercial marketing; for example, the tools and tactics of social media influencers. Based on qualitative case studies of YouTube channels belonging to two Swedish party leaders, this article examines the adaptation of influencer practices in the politicians’ online presence, and what impact it has on the presentation of themselves and their politics. It analyses how different genres of beauty and lifestyle influencers are embraced and adapted to a political context, as well as the ways in which specific audio-visual elements are used to construct the mediated performance of political authenticity, giving viewers ‘behind-the-scenes’ access to the politicians’ personal as well as professional life. The analysis shows how the adaption of videos in confessional genres such as story time, Q&A, and vlog, which feature personal expressions of emotions and experiences, is illustrative of an increased personalisation of political communication, where the dimension if intimacy is emphasised.