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Full-Text Articles in Social and Behavioral Sciences
Elements Of Instagram Influencer Posts That Drive Follower Engagement, Yishan Li
Elements Of Instagram Influencer Posts That Drive Follower Engagement, Yishan Li
USF Tampa Graduate Theses and Dissertations
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.