'Instafamous' – credibility and self-presentation of micro-celebrities on social media. Issue 10 (24th August 2019)

• Record Type: Journal Article
• Authors: Djafarova, Elmira; Trofimenko, Oxana
• Is Part Of: Information, communication & society. Volume 22:Issue 10(2019)
• Page Start: 1432
• Page End: 1446
• Publication Date: 2019-08-24
• Subjects: Electronic word-of-mouth -- source credibility -- self-presentation -- micro-celebrity -- Instagram; Information technology -- Social aspects -- Periodicals; Information technology -- Economic aspects -- Periodicals; Information technology -- Political aspects -- Periodicals; Internet -- Periodicals; World Wide Web -- Periodicals; 303.4833
• DOI: 10.1080/1369118X.2018.1438491
• Languages: English
• ISSNs: 1369-118X

Abstract

ABSTRACT: 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.