Comparative analysis of non-celebrity influencers' tiers and Celebrity Influencers impact on Consumer Engagement via Instagram Fashion Promotional campaigns.

Abstract

Purpose: To explore the Instagram impact and contribute to the consumer engagement of generation Y through their influencer fashion campaigns. Design/Methodology/Approach: Qualitative semi-structured interviews were used in the transcript forms to analyse 10 female participants (generation y). The semi-structured interviews transcripts were analysed with a deductive coding approach from four main literature themes. The ten interviewees provided a maximum of five influencers that they like for further investigation based on the five influencers tiers Campbell and Farrell, (2020). The engagement rate formula applied to calculate the engagement rates of some selected influencers Findings: The finding reveals how generation y consumers select to follow some specific influencers. The result showed that Instagram has high consumer engagement on a generation Y because it is part of their daily lives. Results show that the participant chooses to follow influencers based on the credibility theory model, and that trustworthiness is the most crucial factor. Funding affirms that the preferable influencer type of the study participants is the macro- influencers, and the reason is related to the credibility model. Practical Implications: Macro influencers have a high impact on the research sample. Fashion brands should use and collaborate more with macro-influencers in their Instagram campaigns. Firms should implement the engagement rate mathematical formula on Instagram before the selected and influencer for a campaign.

Date of Award	1 Aug 2022
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Rob Lindsay (Supervisor), Rosy Boardman (Supervisor) & Daniella Ryding (Supervisor)