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As the internet even more expanded around the need of interaction. People started to
create content by themselves with the help of social and interactive facilities. Individuals
now interact and control web applications without having to learn principles. This group
of individuals became social media influencers who shape audience attitudes through
the use of social media in forms of blogs.
Social influencer has become a buzzword in todays society. They are the woman and
men who are influential and stylish with social media followers that reach into the
100,000s or more. And whether we want to admit it or not, this is the generation of the
blogger. There was a time where the front row seats at Fashion week were filled with
only high-power Editors from people of Harpers Bazaar, A-list celebrities and buyers
from Bergdorf Goodman. Nowadays the game has changed; front row seats are now
reserved for internationally recognized fashion bloggers such as Negin Mirsalehi, Chiara
Ferragni and Aimee song.
Its clearly visible that blogging has become a hot topic in the fashion industry and is big
business. They have become a new type of fashion authority. They post, share and even-
tually just type, while the audience carefully listens. But how come that todays society
has warmly embraced these bloggers in their lives. Why are they so influential?
In this report well try to answer these questions and find out what eventually the impact
is social influencers have on the daily lives of teens and young adults.
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LTRTR First, we did some general research about bloggers and audience. We looked into a book
RVW about consumer behavior and fashion marketing (Patricia Mink Rath, 2014). To develop
an understanding of the rise of the blogger generation and social media. This was very
helpful to get an insight into the background of the internet period. How it all started.
The subject of our research is the impact of social media influencers on the audience per-
spective. Exciting research has examined bloggers motivations to create maintain blogs
(Russel W.Belk, 2013) (Monica Titton, 2015) (A.Nardi, 2004), but only a very few literatu-
re reports have studied fashion blogging and its influence on teenagers and young adults.
To gain more in-depth knowledge we reviewed literature addressing The Social Learning
Theory (De Run, 2010). The Social Learning Theory (SLT) advocates that human learns
behavior by observation in four phases (Bandura, 1977; Bush and Martin, 2000; Solomon,
2004 (verwijzen naar plaatje die we in de powerpoint gebruikt hebben en die plakken
in het report of als bron). According to this theory, teenagers reflect their consumption
behavior and attitude through the learning experiences of parents, friends, and
celebrities. These role models influencing their self-esteem and inspiring their objectives
by perceived similarities. Interestingly we noticed that bloggers could be added as a new
phenomenon into the category of SLT role models.
Furthermore, we looked at platforms that were engaging to teenagers and young adults.
We choose to focus our research of the three different influencers categories on
Instagram. After we analyzed a journal about motives and usage among teenagers that
are on Instagram (Chueng Ting Ting, 2014). We observed the results of the article, which
showed most teenagers use Instagram every day and indicate a daily routine of usage and
influence on their daily life. Fashion blogster Negin Mirsalehi (2015) confirms, Instagram
is definitely the most important social platform for my target group, while Facebook has
become more 50-plus. It is the power of the image and brands capitalize well on.
From these addressed topics and sociological views, we were able to notice differences
in engagement patterns from teenagers and young adults in the international blogging
World
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RSRCH The blogosphere influence on consumption behavior is investigated through various
MTHDLGS methodologies. To define an extensive analysis and insight in our research questions
a qualitative and quantitative study was performed.
To find out what the different influences were from mega, macro and micro influencers
we utilized an empirical research about their online activity and engagement on
Instagram. We connected bloggers from Instagram on the mega, macro and micro level
and looked how followers engaged with them. From this analysis, we established
quantitative data of the different categories about the engagement percentage of
comments and likes.
We obtained qualitative data through eight interviews with teenagers and young adults.
Through the interviews, we wanted to examine if teenagers really were more influenced
by macro and micro bloggers. Also what the impact was on the lives of teenagers and
young adults. We asked questions about the average number of blogs they are following
to see an engagement in the relationship with bloggers. Or how many times they view
pages of bloggers to search for signs of daily addiction.
We observed the online behavior of the interviewed participants and reasons why they
followed certain bloggers. If it is true, trust is the most important factor to influence
teenagers and young adults. Through the in-depth interviews, detailed aspects came to
light.
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FNDNGS Weve generally split up the bloggers in three categories: mega, macro and micro influen-
cers.
MEGA - Celebrities can be seen as mega influencers, for example, the Kardashians, who
have millions of followers. Young adults and teenagers aspire to be them or to befriend
them. They engage to the Kardashians by following them, keep looking at photos of
them doing the simplest daily life stuff and buy their products because their name is on
it. An audience who buys to buy. Like the Kylie lip kit. It has Kylies name on it. It means
something to them. It means, I can afford an overpriced lipstick, therefore I am goals.
Aspiration is the important factor why they engage with this kind of influencers.
MACRO - Macro bloggers can be seen as very popular personal style bloggers who have
around 50.000 till 100.000 followers. Young adults and teenagers engage with them for
inspiration for new outfits or looking for storytellers to fulfill that time eating breakfast
while getting some entertainment through watching a blog. These are the bloggers who
take a seat at the front row of fashion shows. The audience is inspired by their work in
the fashion industry and unique combinations of clothes.
MICRO - Mirco bloggers, less than 50.000 followers, are quite unknown people, where
you engage to share a specific kind of style. The engagement is in a smaller group, but
with this group you are into this specific style. You follow the account to be inspired by
this style. Lets take for example the style of Love Aesthetics, which is absolutely not a
regular kind of blogger. This girl Ivania Carpio has an affinity for all things white with a
minimalistic touch. Inside this oasis, the content is embellishment-free: you wont find
a visual element or word that is unnecessary, like by the Kardishians. That is why the
audience mostly never leave comment or like. They only engaged to this page by being
inspired by the specific minimalistic lifestyle and the meaning behind it. Here people are
looking for influencers who share the same kind of passion. They are not following the
page to be an active liker or to leave comments with no sense. Its more about the cool-
ness style of the blog.
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FNDNGS They even reflect their personalities with them, when we asked a blog reader which as-
pects she liked about her favorite blogger. She said: Her personality is very extrovert. I
am an energetic person myself. It is mainly her character and way of behaving - Jermai-
ne van Holsteijn, 2016.
The fact teenagers see them as friends signs of daily addiction show up. I look more
on Instagram than I actually post. It is a daily routine to check photos or movies. For
example, when I noticed Janice Blok, a blogger, on my homepage, I will go to her page -
Jermaine van Holsteijn, 22 years.
From these findings, we can state that there is a big difference between real influence
and popularity, and in that case, the macro and micro influencers are way more influen-
tial than mega influencers, although they have a bigger reach dual to their popularity.
The reason why teenagers are more likely to engage with the micro and macro influen-
cers is because, as they see them as one of their friends, they trust them. Trust has been
shown to be the most important factor in bloggers influence on their readers. When we
asked if fashion blogs influence their buying behavior, they admitted by looking at the
blogs tags, which are pointed on the clothes of bloggers or go to the site of the brands
tag. We further found that all readers had heard of new trends and brands through
fashion blogs. As one reader said; I live in a small village where people are not really
fashionable. The bloggers keep you up to date with new trends. As result, I will go to the
city to buy something familiar or search for it on the Internet.
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CNCLSN Do influencers have an impact on teens and young adults daily life?
From findings we can easily state that, firstly, influencers do definitely have an impact
on the daily lives of teens and young adults. As they are massively following bloggers
in as well the mega, macro, and micro environment, we could easily observe, through
collecting data, that the macro and micro influencers are exercising most impact on their
audience daily life. As macro and micro bloggers are merely seen as friends, and are by
that more trustworthy. As part of this trustful relationship the viewer is more likely to
buy products that the blogger recommends. In other words, an influencer has an indirect
influence on the buying behavior of teens and young adults, and as said in the literature
review, that bloggers could be added as a new phenomenon into the category of SLT role
models.
Comparing the literature review to our findings we can say that the information is very
much overlapping.
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NTRVW Melanie Kuip 19 jaar.
2. Door wie wordt jij beinvloedt op instagram? Wie zie jij als een influencer die je
momenteel volgt?
De enige influencer die ik volg op Instagram is de huismuts
6. Ben je een actieve volgers die vaak liked of comments achter laat? Hoezo wel/
niet?
Nee, ik kijk vlogs alleen als ik daar zin in heb. Comments laat ik nooit achter. Zelf
heb ik daar geen behoefte aan
maar je liked the fotos niet?
Nee ik kijk echt alleen maar.
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NTRVW Tessa Spelt 21 jaar.
2. Door wie wordt jij beinvloedt op instagram? Wie zie jij als een influencer die
je momenteel volgt?
Eigelijk alle bovenstaande ook.. het zijn er teveel om op te noemen wie ik
allemaal volg maar dit zijn degene waar ik ook inspiratie vandaan haal en die
me echt boeien.
6. Ben je een actieve volgers die vaak liked of comments achter laat? Hoezo
wel/niet?
Liken doe ik wel, de comments laat ik achterwege. Liken doe ik ook omdat
dat makkelijk is voor mezelf. Het is handig om in een overzicht terug te zien
wat je allemaal hebt geliked de afgelopen periode. Commentaar vindt ik niet
intressant, de meeste bloggers krijgen al super veel reacties, ik vraag me af
of mijn mening dan zo belangrijk is.
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NTRVW Kimberly van Drielen 20.
2. Door wie wordt jij beinvloedt op instagram? Wie zie jij als een influencer die
je momenteel volgt?
Ik denk dat ik het meeste door Xelly wordt benvloed ( ik volg trouwens alleen
mensen met veel volgers op Insta, verder nergens op)
Oh dat is 2 hahahaa
6. Ben je een actieve volgers die vaak liked of comments achter laat? Hoezo
wel/niet?
Nou ik reageer echt nooit, want daar ben ik denk al te oud voor en dat vind ik
echt heel stom en liken wel hoor! Want als ik een foto/filmpje leuk zie, is er
niks mis mee om te liken
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NTRVWS Jermaine - 22.
2. Door wie wordt jij beinvloedt op instagram? Wie zie jij als een influencer die
je momenteel volgt?
Dan toch blogster Janice Blok. Zij doet bloggen over make-up, kleding en haar
eigen carriere. Ze zingt en acteert ook nog. Ik volg eigenlijk wat zij in haar vrije
tijd Doet.
3. Wat doe je met de informatie/posts van die influencers (bloggers)?
Het is meer uit nieuwsierigheid. Ik like haar posts eigenlijk altijd, maar ga er niet
op reageren. Hoe goed ken ik haar nou, reageren doe ik eerder bij mensen die
goed ken.
4. Waarom zou je precies bij een blogster eerder liken dan reageren?
Ik vind dat toch meer iets persoonlijker reageren. Bij bloggers vind ik hun ma
nieren van presenteren van zichzelf aantrekkelijker, waardoor ik like. Liken vind
ik toch makkelijker en is met n klik gedaan. Kleine moeite.
6. Welke aspecten trekken jou aan van een blogster? Je noemde bijvoorbeeld al
karakater?
Toch wel leuk het dagelijkse leven van iemand. Ik volg bijvoorbeeld ook Janice
Blok en Jandino op Snapchat. Ik vind het ook leuk om ze daar op te volgen. Zo
kijk je eigenlijk nog meer in leven van hun, door ook nog de kleine momentjes
op snapchat te zien te krijgen.
Bij Janice Blok staat alles qua kleding eigenlijk mooi wat ze dan post. Dat trekt
mij ook wel aan.
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NTRVWS Dewi - 21.
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NTRVWS Roos van leeuwen - 18.
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NTRVWS 8. Waarom is je koopgedrag denk je verandert?
Door het online shoppen denk en dat je van een plaatje kan zien waar je de
kleding kan kopen en hoe het staat.
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SRCS
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