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Perception Features of Opinion Leaser's Advertising Messages in Instagram: Case of Choosing Clothes

Student: Lugovskaya Emiliya

Supervisor: Evgeniya Vladimirovna Nadezhdina

Faculty: Faculty of Social Sciences

Educational Programme: Sociology (Bachelor)

Year of Graduation: 2021

As part of this study, an attempt was made to determine how users perceive the advertising messages of Instagram opinion leaders when choosing clothes. For the analysis of the concept of perception, the following categories (elements of perception) were identified: attitudes towards advertising of opinion leaders on the part of the consumer; characteristics of opinion leaders allocated by the consumer as translators of information that influence consumer behavior; the level of trust in the opinion leader; Adoption of opinion leaders' advertisements as a guide; the influence of the broadcasting of information from opinion leaders in the form of advertising on the attitude towards the opinion leaders themselves and their content. To achieve this goal, on the basis of 14 high-quality, in-depth semi-structured interviews, all the above categories that make up the concept of perception of advertising messages of opinion leaders were studied and supplemented. In addition, a high-quality content analysis was carried out of the advertising messages of Instagram opinion leaders in the field of clothing, in order to determine the specificity and direction of advertising for the clothing of opinion leaders, in order to influence its perception by users. As a result, we can also say that the selected and analyzed categories for assessing the perception of advertising messages of opinion leaders can be used for further research and analysis of this phenomenon.

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