Understanding wellness for young adults through Instagram influencers' content | Zendy

Gina Gerstenecker | Zendy

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Understanding wellness for young adults through Instagram influencers' content

Author(s) -

Gina Gerstenecker

Publication year - 2021

Language(s) - English

Resource type - Dissertations/theses

DOI - 10.32469/10355/85838

Subject(s) - influencer marketing , happiness , presentation (obstetrics) , meaning (existential) , content (measure theory) , psychology , advertising , content analysis , social psychology , sociology , medicine , marketing , social science , business , relationship marketing , mathematical analysis , mathematics , psychotherapist , radiology , marketing management

Wellness has become an increasingly popular trend for young adults that brands and advertisers have been trying to keep up with. Wellness has taken on a muddled meaning with each product marketing different wellness properties that contribute to a person's holistic health. Drawing on self-presentation theory, this thesis examined the self-presentation of 15 lifestyle Instagram influencers who claim to specialize in wellness. This was accomplished through a content analysis analyzing both textual and photographic content of ten posts from each influencer. A total of 150 posts including 247 photos were analyzed during this study. Results revealed that wellness was a confusing and frustrating topic, and many turned to influencers to be their guide throughout this wellness journey. Overall, wellness journeys aim to end in individual happiness and living "well" means to feel happy and healthy.

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