Strategic communication studies

Strategic communication studies

Typology of Iranian Influencer-Generated Content on Instagram

Document Type : Original Article

Authors
Syed Jamaluddin Akbarzadeh Jahormi 1
Mohammad Pouya Ghasemi 2
1 Assistant professor of communication science faculty, Allameh Tabataba'i University.
2 Master of science .Media anagement, Communication, Allameh Tabataba'i University.
10.22034/rcc.2024.2021174.1100
Abstract
The main content in social networks is user-generated content (UGC), the most important feature of which is the lack of organizational and amateur affiliation. Among social network users, influencers are elite users who have been able to build their network of audiences by producing regular and special content. Content produced by influencers is influencer-generated content (IGC). Unlike UGC, IGC is not amateur and can create taste, so it is not categorized under UGC. Influencers have considerable skill in attracting followers and converting social media capital (SMC) through content production. To convert their SMC into liquid capital, they go through a special process during which different types of content emerge. This article aims at obtaining a typology of Iranian influencer-generated content (IGC) on Instagram. For this purpose, it uses a mixed method in which two qualitative methods of netnography and theme analysis are used. The netnographic method relies on Sade-Beck's model, which combines observation, content review, and offline interviews. The thematic analysis method was used to analyze the obtained data from this three-dimensional pattern. Over 18 months, the Instagram pages of 23 influencers were monitored, and their content was analyzed. Additionally, in-depth interviews were conducted with 12 of these influencers. After coding and analyzing the data, "critical content production" was formulated into 5 general types of narrative content production, meta-advertisement, personal brand, participatory content, and direct advertising according to the diversity of influencers and followers. The typology suggests a rising trend of materialism and instrumentalism on social networks like Instagram.
Keywords
Influencers
Instagram
Typology
Influencer-generated content
Monetizable content creation

Subjects

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  • Receive Date 10 February 2024
  • Revise Date 29 June 2024
  • Accept Date 04 July 2024