The role Instagram influencers have on identity construction: the perceptions of millennial’s in Sandton

Abstract

The internet is a global network of computers that has provided the advancement of communication and connection. It has created a social media environment that introduced social networking sites such as Instagram. Instagram began having increased numbers of individuals who call themselves “influencers” who are individuals that construct their identities online and use them for impression management in relationships thus prompting people to see them in a certain or different light. Research about social media influencers is abundant however, less is known about the impact Instagram influencers play in their audience’s identity construction. The purpose of this research was to explore millennials perceptions of the role Instagram influencers play in identity construction. Semi structured interviews were conducted with six participants who are Instagram users between the ages 24-39 years old. Responses were analysed using a thematic analysis and more than two themes emerged. It was found that Instagram influencers do play a role in identity construction to a certain extent by normalising and instilling ideas in people’s minds by frequently creating and posting content about their journeys, luxuries and achievements. The results conclude that Instagram influencers have both positive and negative effects on how young adults construct their identities depending on one’s strength of character.