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Journal of Relationship Marketing Volume 19, 2020 - Issue 2
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Articles

Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram

Marianny Jessica de Brito SilvaDepartment of Administrative Sciences, Federal University of Pernambuco, Recife, Brazil; Correspondence[email protected]
ORCID Iconhttp://orcid.org/0000-0001-5567-3657
ORCID Icon,
Salomão Alencar de FariasDepartment of Administrative Sciences, Federal University of Pernambuco, Recife, Brazil; ORCID Iconhttp://orcid.org/0000-0001-5415-2606
ORCID Icon,
Michelle Kovacs GriggAcademy of Digital Entertainment, Breda University of Applied Sciences, Breda, NetherlandsORCID Iconhttp://orcid.org/0000-0002-3230-7117
ORCID Icon &
Maria de Lourdes de Azevedo BarbosaDepartment of Administrative Sciences, Federal University of Pernambuco, Recife, Brazil; ORCID Iconhttp://orcid.org/0000-0002-1790-380X
ORCID Icon
Pages 133-163 | Published online: 20 Sep 2019
 
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Abstract

The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.

Acknowledgements

This work was supported by the National Council for Scientific and Technological Development (CNPq) under Grant number [140806/2019-9] and the National Council for the Improvement of Higher Education (CAPES) under Grant number [88881.187310/2018-01].

Notes

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