Author: Patricia HämäläinenTitle and subtitle (English): Today's sources of inspiration - A qualitative study of how followers perceive and are influenced by influencers on InstagramLanguage: Swedish Pages: 39  Purpose: The purpose of the study is to investigate how 18–30-year-old women’s on Instagram are affected by influencers' publications on Instagram. What factors play a role for Instagram users to start follow and unfollow influencers on Instagram. Method: The study is based on a qualitative method been used by an of a questionnaire survey and semi-structured interviews. The method is well suited for answering this type of question and therefore this type of method has been used. One survey and 3 depth interviews have been conducted with women aged 18-30 who follow Influencers on Instagram. The respondents answered questions that concern their opinions, perceptions and experiences about influencers they themselves follow on Instagram. Result / analysis: Respondents tend to compare their opinions and skills with influencers they follow on Instagram. Comparisons take place when individuals experience a sense of equality and belonging with the comparison group. Previous research suggests that it is more common for individuals to compare themselves with an environment that they experience as better than themselves (Festinger 1954). Conclusion: The conclusion of the study shows that the main reasons why young women start following influencers on Instagram are to be inspired and motivated, but the experience of friendship and belonging also plays a significant role. The respondents' experiences reflect Festinger's (1954) theory of how people often compare their opinions and skills in relation to their surroundings, which can then affect young women's mental health.

The purpose of the study is to investigate the respondents’ consumption habits, experiences and opinions linked to NA-KD’s content on Instagram, to see which of the four communication models within PR (Grunig & Hunt 1984) that are reflected in their experiences, opinions and consumption.   Method: The study is based on a quantitative web survey, which was answered by Swedish women, aged 16-35, who follows @nakdfashion on Instagram. They answered questions about their consumption of the content as well as their experiences and opinions on how NA-KD communicates with their followers.   Result / analysis: The majority of respondents are "passive" consumers in the interaction with NA-KD on Instagram. The main reasons why they consume NA-KD's content are to get offers, coupons and to get inspiration. While their experiences reflects Grunig & Hunt’s asymmetric communication model, their opinions show more of the symmetric model.   Conclusion: The respondents' experiences and opinions about how the communication takes place / should take place do not match. The result indicates an existing imbalance in power between transmitter and receiver in the communication process. In practice, the respondents do not seem to mind it as long as NA-KD meets their needs, which are mainly inspiration and offers.