An Exploration of the Perceived Well-being of Select Female Instagram Influencers

Abstract

Most studies regarding social media impacting people’s well-being seemingly focus on the consumers’ perspective and discuss only the mental health aspects. Through an interpretivist approach, this explorative study sought to gain insight into the Influencer phenomenon and the perceived overall impact that Instagram may have on Johannesburg-based female Influencers’ well-being, via the respondents’ subjective perceptions. This research identified perceived effects of Instagram use from the perspective of a select group of female Millennial Influencers and determined the sentiment around whether their working Influencer brand persona was perceived as separate to, or integrated with, their personal persona. Research was conducted through an online open-ended questionnaire, one-on-one interviews, documentation, and observation to better understand the population within a social and cultural context (Maree, 2020). Both positive and negative perceived effects of Instagram use were ascertained. Mental health effects and emotional stability were major factors, however, physical health and social health were also concerns. Most respondents identified themselves as brands, and viewed their Influencer brand persona as integrated with their personal persona to some degree. Furthermore, findings prove that Influencers link their self-perception and self-image to that of their brand and their peers. Thus, Instagram use clearly has an impact on the psychological well-being of Influencers in South Africa, via browsing other Instagram profiles and one's own; imitating similar results from the Burnell, George, and Underwood study (2020). By highlighting the importance of good well-being in Instagram Influencers, this research has profound implications for future studies regarding the Influencer phenomenon.