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‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media

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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.
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Keywords: Electronic word-of-mouth; Instagram; micro-celebrity; self-presentation; source credibility

Document Type: Research Article

Affiliations: 1: Faculty of Business and Law, Marketing Management, Northumbria University, Newcastle upon Tyne, UK 2: Business and Marketing, The Russian Presidential Academy of National Economy and Public Administration, Moscow, Russia

Publication date: August 24, 2019

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