Date of Award

Summer 2024

Document Type

Open Access Dissertation

Department

School of Journalism and Mass Communications

First Advisor

Leigh Moscowitz

Abstract

This study aims to start the scale-building process of perception of social media influencers. This dissertation analyzes lifestyle Instagram influencers' followers’ perceptions of the influencer, their brand, and their communication and interaction efforts with followers through Instagram. This survey will help test the independent variables and dependent variables through the public relations lens using a combination of parasocial relationship theory, source credibility theory, and uses and gratifications theory to determine the effects and behaviors that lifestyle Instagram influencers have on their followers connected to influencer brand and influencer interactivity; and how lifestyle Instagram influencer usage, influencer authenticity, and parasocial relation play a role in followers determining their perception of lifestyle influencers. The findings demonstrate that influencer brand and interactivity significantly enhance followers’ overall perceptions of lifestyle influencers on Instagram, with these variables being statistically significant in relation to influencer authenticity and parasocial relation. Additionally, this dissertation offers valuable insights into the roles of usage, authenticity, and two-way communication to support and reinforce the longevity of influencers and their followers’ relationships. Even in the early development stages, the amalgamated scale of perception of social media influencers provides implications for academic and industry research. This scale builds toward making a comprehensive tool to assess influencer effectiveness and breadth of relationships with followers. There is still a need to explore the dynamic, evolving nature of social media and influencers further.

Rights

© 2024, Katelynn Danyell Stewart

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