• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Key Drivers of Social Media Engagement for Instagram Influencers

Student: Valeriya Vyatkina

Supervisor: Ivan Stankevich

Faculty: Faculty of Economic Sciences

Educational Programme: Economics (Bachelor)

Final Grade: 9

Year of Graduation: 2019

Dramatic rise of social networking sites (SNS) altered the ways customers communicate with brands. SNS influencers nowadays mediate the brand image transmission and prove to be a common source of advice for potential customers. As a result more and more companies are becoming willing to engage with opinion leaders so as to directly or indirectly coordinate their followers' purchasing decisions. However, not all the content provided by the influencers seems to be equally captivating for the audience. It's content, author and contextual features that matter. Thus, one of the greatest challenges the companies' marketing teams have to face is defining the key drivers of social media engagement and choosing influencers that fit the criteria the most. The following paper is aimed to provide valuable insights on features that make influencers content alluring. The anonymous dataset on the performance of over 500 Russian Instagram bloggers is exploited. The platform is chosen due to its rapid pace of growth in the market. The results might help both sides — companies and bloggers — to operate more efficiently.

Full text (added May 10, 2019)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses