First Advisor

Erin Spottswood

Date of Award


Document Type


Degree Name

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




Motion pictures -- Marketing, Social media, Internet marketing, Diffusion of innovations, Advertising campaigns, Jurassic World: fallen kingdom (Motion picture) -- Case studies, Instagram (Firm)




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 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.


In Copyright. URI: This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier