‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media

Dzhafarova, Elmira and Trofimenko, Oxana (2019) ‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media. Information Communication and Society, 22 (10). pp. 1432-1446. ISSN 1369-118X

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Official URL: https://doi.org/10.1080/1369118X.2018.1438491


Companies increasingly use micro-celebrities for product endorsement. However, there are concerns around the self-presentation and credibility of this source of information online. This study examines the relationships between source credibility, self-presentation, and consumer behavior towards micro-celebrity endorsements. In-depth interviews were conducted with 38 female active users of Instagram, from Russia, to explore the impact of micro-celebrities’ credibility and self-presentation upon consumer purchase decisions. This study attempts to construct an extended source credibility framework applicable to the online context. The findings show that users deem micro-celebrities credible if they follow certain criteria of online behavior and self-presentation.

Item Type: Article
Uncontrolled Keywords: Electronic word-of-mouth, source credibility, self-presentation, micro-celebrity, Instagram
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Becky Skoyles
Date Deposited: 15 Aug 2018 10:51
Last Modified: 01 Jun 2020 07:19
URI: http://nrl.northumbria.ac.uk/id/eprint/35342

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