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Instagram is one of the main social networking services personal style bloggers choose for interacting with followers. The goal of the present study is to detect the most common principles of visual composition and themes used by the world’s ten most influential bloggers. To achieve this goal we have employed a content analysis, using a sample of 5...
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... In this digital era, consumersincluding tourists -consider social media as a more trusted source of information on products and services compared to company-sponsored channels of distribution, that traditionally function as media to promote their goods and services [47]. One of the most popular social media platforms today is Instagram [48]. This app specifically allows its users to share photographs (images) and videos (reels) -along with captions -with other users. ...
This study examines and analyzes the effects of Key Opinion Leaders (KOLs) and Instagram posts on domestic tourists’ awareness of Wonderful Indonesia, Indonesia’s national tourism brand. The Lemeshow approach was used to determine samples from research population with an undetermined size. The study collected reliable data from 114 respondents, all of whom were followers or were familiar with the Wonderful Indonesia Instagram account. Twenty-seven statements were generated on the questionnaires, which were distributed online via WhatsApp, depending on the indicators from the three variables. A Likert scale was used to rate the responses of the respondents. SPSS, specifically multiple regression, was used to analyze the data. The study’s findings reveal strong correlations between KOLs and Instagram postings on Wonderful Indonesia brand awareness among respondents. The findings contribute to our understanding of digital marketing, specifically the impact of key opinion leaders (KOLs) and Instagram posts on national tourism branding. In reality, the findings assist policymakers in strengthening Wonderful Indonesia’s Instagram marketing for domestic tourists.
... More specifically, a communication strategy to attract more followers appears by decorating online content [13]. Since social media is part of our lives, fashion influencers reach people using their personal style as a bridge to enhance their fashion influence [25]. Fashion influencers not only talk about their appearance but encourage followers to imitate their style, impacting buying behaviour [26]. ...
Fashion micro-influencers have a crucial role and value in forming connections between fashion brands and consumers. Having a personal style and unique content to showcase their personality has become a vital role for their success in increasing their market reach. Fashion influencers are categorized based on the number of followers, reach of their posts and interaction frequencies. This paper studies the specific strategies used by Chinese fashion micro-influencers to portray their personal style on the Chinese social media platform, XiaoHongShu. This qualitative study collected the data through semi-structured interviews and used inductive analysis to detail the main strategies. Among the results, attractive photos and mentioning brand names in posts are determined as important findings. These results contribute to new perspectives on fashion micro-influencers' strategies to portray their personal style and increase their following audience.
... During the research, three articles evidencing the aspects of influence on the various types of content creators were found: composition, domain, style, and advertisements. Firstly, "Personal style bloggers: the most popular visual composition principles and themes on Instagram" (2016) [4], evidenced the impacts of audiovisual language on the audience. The research showed that successful content requires good visual composition. ...
... In the context of product salience, products placed in the foreground (high product salience) generate greater engagement from the audience than those placed in the background (low product salience). Research on visual composition in Instagram shows that the audience is more interested when the product in the image is more prominent (high product salience), and the audience is more concerned with the product than the model (Ramos-Serrano & Martínez-García, 2016). This is confirmed by research by Chu et al. (2017), who stated that images with dominant products have the highest percentage of likes and comments. ...
This study investigates the effects of gaze and product salience in visual content, which can build engagement on social media. The variables used were visual social semiotics, digital visual engagement, attitude, and the purchase intention. Two hundred participants were recruited using Amazon Mechanical Turk. To see the interaction between gaze and product salience, a 2x2 experimental design was used. Regression was used to see the relationship between digital visual engagement with attitude and purchase intention. This study offers empirical evidence that there is an interaction between gaze and product salience on digital visual engagement, with a positive effect on digital visual engagement from the direct gaze and high product salience condition. Furthermore, this study found a relationship between digital visual engagement with attitude and purchase intention. The results show that digital visual engagement positively influences attitude and purchase intention. This hypothesis is tested on a single product category. Further studies might replicate this experiment with other products, visual content, online platforms, and factors based on visual social semiotics theory. This study offers managers knowledge on making visual content that will produce more engagement, especially in social media ads, which can influence the attitude and purchase intention of their audience.
... Further, Yau and Reich (32) argued that social media provides individuals more time to edit and craft their posts to allow for purposeful and even strategic self-presentation and impression management. In images, meaningful self-expression not just arises from the content, but also composition or camera manipulation, including camera tilt and distance to the object (33,34). Images can offer particularly interesting insights in psychiatry. ...
Background and Objectives: Prior research has successfully identified linguistic and behavioral patterns associated with schizophrenia spectrum disorders (SSD) from user generated social media activity. Few studies, however, have explored the potential for image analysis to inform psychiatric care for individuals with SSD. Given the popularity of image-based platforms, such as Instagram, investigating user generated image data could further strengthen associations between social media activity and behavioral health.
Methods: We collected 11,947 Instagram posts across 68 participants (mean age = 23.6; 59% male) with schizophrenia spectrum disorders (SSD; n = 34) and healthy volunteers (HV; n = 34). We extracted image features including color composition, aspect ratio, and number of faces depicted. Additionally, we considered social connections and behavioral features. We explored differences in usage patterns between SSD and HV participants.
Results: Individuals with SSD posted images with lower saturation (p = 0.033) and lower colorfulness (p = 0.005) compared to HVs, as well as images showing fewer faces on average (SSD = 1.5, HV = 2.4, p < 0.001). Further, individuals with SSD demonstrated a lower ratio of followers to following compared to HV participants (p = 0.025).
Conclusion: Differences in uploaded images and user activity on Instagram were identified in individuals with SSD. These differences highlight potential digital biomarkers of SSD from Instagram data.
... En cambio, son menos numerosos los trabajos que pongan el foco en otras facetas, bien relacionadas con el emisor del mensaje -algunos estudios se han detenido en las estrategias de marcas de lujo (Pérez-Curiel y Sanz-Marcos, 2019; Silva Roble, 2014) -, bien sobre el contenido de la imagen y la fotografía. Un trabajo que específicamente analizó la composición visual de las publicaciones de los bloggers es el de las investigadoras Ramos-Serrano y Martínez-García (2016), que determinaron que el encuadre amplio y el uso de colores cálidos eran, entre otros, rasgos predominantes en este tipo de comunicaciones. ...
... Algunos coinciden en una humanización de la fotografía de moda como estrategia de las marcas para acercarse al público, y la fotografía de calle parece ser crucial para ello: "Las marcas quieren humanizar las publicaciones para que su producto sea más cercano y el espectador se vea reflejado en esa foto" (José Gambín). Este tipo de instantáneas refuerza el concepto de red social como diario personal (Ramos-Serrano y Martínez-García, 2016), ofreciendo familiaridad en las escenas que se comparten. ...
Fenómenos como la aparición de Instagram y el avance de la tecnología han favorecido una democratización de la fotografía, en un mundo cada vez más visual. En este entorno, el papel de los fotógrafos profesionales requiere constante actualización, pues se impregna de tendencias que se exploran en las redes sociales hasta ser mayoritariamente aceptadas y demandadas por los usuarios. Instagram es, además, un foro en el que la industria de la moda, por su naturaleza visual, tiene un peso muy relevante. En este trabajo se indaga sobre las percepciones de los profesionales de la fotografía de moda acerca de la influencia de Instagram en su trabajo. Para ello, se recurre a una metodología cualitativa, la entrevista semiestructurada, a diez expertos con trayectoria contrastada en la profesión. Los resultados apuntan hacia algunos estilos muy marcados, como el predominio de los colores cálidos y la escenografía exterior, además de la hegemonía del formato vertical. Sin embargo, en líneas generales, los profesionales conservan sus propios cánones y estilo, sacando partido a la red, principalmente, para difundir su trabajo.
... Previous studies have proved the usefulness of popularity prediction on social networks, especially Instagram. Notably, it has helped to give general knowledge on how to be famous [4], determine characteristics of popular posts [7] [18], as well as supporting business users [10]. ...
In this research, a new Instagram popularity metric was defined, i.e. outsiders percentage (OP) of a post. Outsiders are non-followers who liked a user’s post. It was found that OP is the most effective metric if compared to engagement rate and followers growth. Regression models were tested for predicting OP, using features from user data, post data, hashtag, engagement, and image sentiment. The prediction accuracy (R²), reached up to 71.9% using Random Forest. This research also analyzed the trend of each feature against the OP. It was found that hashtag usage is the most important factor in raising OP.
... In addition, since Instagram provides much higher bandwidth than traditional media platforms, fashion brands can post information about a single fashion product using hundreds of different images (Ha et al., 2017). Instagram marketing is an effective way to promote a fashion brand and its products given that a picture speaks a thousand words (Ramos-Serrano & Martínez-García, 2016). ...
... Next, a quantitative analysis was conducted to characterize the content of fashion images, and regression and ANOVA tests followed to identify the characteristics of the images that drew more attention from Instagrammers. Instagram is one of the most popular online photo-and video-sharing social media platforms today (Ramos-Serrano & Martínez-García, 2016). Instagram, founded in 2010, is a mobile application that allows users to snap a photo or make a video anywhere at any time and share it with their followers nationally and internationally (Huey & Yazdanifard, 2014). ...
The main purpose of this research is to explore what makes “good” fashion images on Instagram and how Instagrammers respond to those images. Specifically, in this study, a quantitative analysis of a large collection of fashion photos posted by notable global fashion brands is conducted to identify specific patterns in these images in terms of four important visual content variables: visibility of a brand name, and visibility of a brand logo, use of text, use of a model(s). This study also examined how customer engagement levels (i.e., the number of likes and comments) vary depending on each visual content variable. The visual features of fashion photos were analyzed using manual tagging as well as training on convolutional neural networks (CNN). Several interesting findings emerged from this study: (1) unlike traditional fashion photos, images using a model and text were less effective in gaining likes and comments; (2) sharing promotional information was likely to prompt a lower level of interaction; and (3) visual features that increased the visibility of the brand (e.g., large size or center position of the brand name) tended to lower engagement levels.
... Griffith (2011) believes that online influence in the fashion world is rooted in a desire to see real women with real-world clothes who speak about themselves, their daily lives, the way they dress, etc. Similarly, Ramos-Serrano and Martínez-García (2016) point out that fashion influencers (with respect to bloggers) don't act in a professional capacity, but make their experience visible. The second segment, which only considers the trait of empathy to be important, is notably comprised of very young millennials. ...
This article considers consumer perceptions in order to analyze influencers in relation to product purchasing. To this end, a survey was conducted among a group of social media users between the ages of 16 and 34 years. Using principal component analysis, it was determined that the perceived dimensions of influencers coincide with those of traditional opinion leaders.
... Fashion bloggers construct a "fashionable persona" via displaying their daily lives as well as their tastes and feelings in pictures and texts, by "enacting a situated narrative, and performative subject position constructed in contention with the dissimulating possibilities of fashion" (Titton 2015:218). Ángeles M. Garcia and Marina R. Serrano (2016) positions the bloggers as in a halfway between a celebrity and an opinion leader, and state: "social media networks like Instagram have allowed anonymous people become true leaders of opinion, whom at the same time are influenced by the fashion industry" (2016: 106). What these works lack is the insider's look about the ways bloggers become "influencers", "trendsetters" and define being a blogger as their lifetime careers. ...
This study conducts a visual analysis of three highly-followed conservative women’s fashion blogs in Turkey. The study asks how conservative female fashion bloggers construct their identities via visual media representations and negotiate their identities within celebrity culture in an age of extreme self-display. Based on visual discourse analysis, it examines fashion blogging as a case study of an online community centred around the use and display of fashion styles via visual representation of subjectivities. It performs critical visual analysis of selected popular fashion blogs in Turkey with respect to the questions of self-branding, publicity, and conservatism. The aim is to see how these bloggers negotiate their online identities in platforms like blogger.com and Instagram through visual materials, analysing the ways they construct their identities via Islamic fashion, through the framework of fame and visibility notions.
