Graduation Year
2022
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kelli S. Burns, Ph.D.
Co-Major Professor
Kimberly Walker, Ph.D.
Keywords
content analysis, emojis, social media, sponsored tags
Abstract
Influencers are now becoming more popular on social media as a way for brands to promote products and services. The relationship between influencers’ post content and follower engagement deserves more attention. Through a content analysis, this research examines how influencer posts drive follower engagement. The results showed that emojis, campaign hashtags, frequency, and sponsored tags had a significant relationship with follower engagement. The present study sheds light on future research to explore other content variables of influencers’ posts.
Scholar Commons Citation
Li, Yishan, "Elements of Instagram Influencer Posts that Drive Follower Engagement" (2022). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/9394
