Date of Award

5-25-2018

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Communication Studies and University Honors

Department

Communication

First Advisor

Erin Spottswood

Subjects

Motion pictures -- Marketing, Marketing -- Social aspects, Social media -- Marketing, Online social networks, Diffusion of innovations

DOI

10.15760/honors.560

Abstract

This article discusses the diffusion process of Instagram influencer marketing for a film as sponsored content moves from an influencer through Instagram’s social network. Instagram influencer marketing is broken down into to three major pieces: the influencer, the social system, and the message. Each piece is explored within the context of Rogers’ theory of Diffusion of Innovations to build a model that explains successful campaigns. This model is laid onto a case study of Universal Studios’ 2017 Jurassic World: Fallen Kingdom campaign to showcase an Instagram influencer effort employed by a major film studio. Identifying the diffusion that occurs during Instagram influencer marketing informs a film marketer’s approach to effectively employing Instagram influencers.

Persistent Identifier

http://archives.pdx.edu/ds/psu/25261

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