Mindful Consumption: Utilising Instagram to Understand Influencer Marketing in the Digital Age
Keywords:
Influencer marketing, mindfulness, Instagram, social media, well-being, self-esteem, body image, sponsored contentAbstract
The significance of mindfulness in the digital age is increasing, as digital stimuli can elicit sensations of separation. Mindfulness entails complete concentration and awareness of thoughts, emotions, and surroundings devoid of judgemental biases. This study investigates the effects of exposure to influencer content on emotional well-being, self-esteem, body image, and disclosure practices in influencer marketing. A mixed-methods approach was employed, incorporating a questionnaire survey and semi-structured interviews with Instagram users in Kerala and Cochin. The study aims to assess the advantages of mindfulness as a mitigating element
Downloads
Metrics
References
Ampofo, L. (2014, March 23). How mindful social media improves your life and your business. Social Media Today. https://www.socialmediatoday.com/content/how-mindful-social-media-improves-your-life-and-your-business
Bhandari, P. (2023a, June 22). Independent vs. Dependent Variables | Definition & Examples. Scribbr. https://www.scribbr.com/methodology/independent-and-dependent-variables/
Bhandari, P. (2023b, June 22). What is quantitative research? | Definition, uses & methods. Scribbr. https://www.scribbr.com/methodology/quantitative-research/
Bhullar, T. (2022, April 11). 3 tips to use social media mindfully | Mindful with Timeqube. Timeqube. https://timeqube.com/blog/use-social-media-mindfully/#:~:text=Mindfulness%20is%20about%20objectively%20evaluating,the%20content%20is%20emotionally%2Ddriven.
Bunevičienė, I., Mekary, R. A., Smith, T. R., Onnela, J., & Bunevičius, A. (2021). Can mHealth interventions improve quality of life of cancer patients? A systematic review and meta-analysis. Critical Reviews in Oncology/Hematology, 157, 103123. https://doi.org/10.1016/j.critrevonc.2020.103123
Castells, M. (2002). The Internet Galaxy. https://doi.org/10.1093/acprof:oso/9780199255771.001.0001
Dependent and independent variables. (n.d.). https://ipfs.io/ipfs/QmXoypizjW3WknFiJnKLwHCnL72vedxjQkDDP1mXWo6uco/wiki/Dependent_and_independent_variables.html
Duffy, B. (2020). Social media influencers. The International Encyclopedia of Gender, Media, and Communication, 1–4. https://doi.org/10.1002/9781119429128.iegmc219
Freberg, K., Graham, K. M., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Gerber, J. P. (2020). Social comparison theory. In Springer eBooks (pp. 5004–5011). https://doi.org/10.1007/978-3-319-24612-3_1182
Grin. (2023b, August 15). What is Influencer-Generated Content? A helpful guide | GRIN. GRIN - Influencer Marketing Software. https://grin.co/blog/what-is-influencer-generated-content/#:~:text=User%2Dgenerated%20content%20(UGC),(at%20least%201%2C000%20followers).
Grin. (2023, August 15). The Psychology of Influence: Why it Works | GRIN. GRIN - Influencer Marketing Software. https://grin.co/blog/psychology-of-influence/
Global Instagram user age & gender distribution 2023 | Statista. (2023, August 29). Statista. https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/
Geyser, W. (2022, May 17). The rise of influencer marketing on Instagram. Influencer Marketing Hub. https://influencermarketinghub.com/the-rise-of-influencer-marketing-on-instagram/
Groves, P. (2016). Mindfulness in psychiatry – where are we now? BJPsych Bulletin, 40(6), 289–292. https://doi.org/10.1192/pb.bp.115.052993
Guptaa, M. (2021). Impact of Influencer Marketing on Consumer Purchase Behavior during the Pandemic. International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences, 9(4). https://doi.org/10.37082/ijirmps.2021.v09i04.018
Hayes, A. M., & Feldman, G. (2004). Clarifying the construct of mindfulness in the context of emotion regulation and the process of change in therapy. Clinical Psychology-science and Practice, 11(3), 255–262. https://doi.org/10.1093/clipsy.bph080
Hermawan, D. (2021). Influencer marketing in digital era: Does it really works? International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), 3(2). https://doi.org/10.31098/ijmesh.v3i2.260
Henry Stewart Publications. (n.d.). Influencer marketing: An exploratory study on the motivations of . . .: Ingenta Connect. https://www.ingentaconnect.com/content/hsp/jdsmm/2020/00000008/00000002/art00007
Idjbara, D. (2022b). Consumers' Perceptions on Influencer Marketing through Instagram : How do the elements of credibility, trust, and interaction with influencers influence Generation Z's perception of branded content?DIVA. http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1664394&dswid=-2931
Ismail, K. (2023, June 21). Types of social media influencers: mega, macro, micro or nano. CMSWire.com. https://www.cmswire.com/digital-marketing/social-media-influencers-mega-macro-micro-or-nano/
Kar, A. K. (2020). What affects usage satisfaction in mobile payments? Modelling user generated content to develop the “Digital Service Usage SatisfactionModel.” Information Systems Frontiers, 23(5), 1341–1361. https://doi.org/10.1007/s10796-020-10045-0
Kearney, D. J., Martinez, M., & Simpson, T. L. (2018). Posttraumatic Stress Disorder (PTSD). In Elsevier eBooks(pp. 86-93.e3). https://doi.org/10.1016/b978-0-323-35868-2.00010-4
McKane, K. (2020, December 21). The rise of transparency in influencer marketing in 2021. The Drum. https://www.thedrum.com/opinion/2020/12/21/the-rise-transparency-influencer-marketing-2021
Mindfulness skills: Use these to boost your health and well-being. (n.d.). https://www.betterup.com/blog/mindfulness-skills#:~:text=Mindfulness%20skills%20are%20powerful%20mental,Cognitive%20Behavioral%20Therapy%20(MBCT).
Mindfulness - The origin of the word Mindfulness - Všímej Si. (2022, August 25). Všímej Si. https://vsimejsi.cz/en/mindfulness/
Muller, R. T., PhD. (2021, October 7). Being in the limelight as an influencer comes with many personal challenges. Psychology Today. https://www.psychologytoday.com/us/blog/talking-about-trauma/202110/social-media-affects-influencers-mental-health
Naik, P., Harris, V. W., & Forthun, L. F. (2013). Mindfulness: an Introduction. EDIS. https://doi.org/10.32473/edis-fy1381-2013
The impact of social media influencers on young minds: Navigating the positive and negative effects. (2023, February 23). Times of India Blog. https://timesofindia.indiatimes.com/readersblog/drhemantbareth/the-impact-of-social-media-influencers-on-young-minds-navigating-the-positive-and-negative-effects-50818/
Research Guides: Organizing your Social Sciences Research Paper: Independent and DependentVariables. (n.d.). https://libguides.usc.edu/writingguide/variables#:~:text=A%20variable%20in%20research%20simply,the%20variable%20you%20are%20using.
Ruggiero, T. E. (2000). Uses and Gratifications Theory in the 21st century. Mass Communication & Society, 3(1), 3–37. https://doi.org/10.1207/s15327825mcs0301_02
Sadagheyani, H. E., & Tatari, F. (2020). Investigating the role of social media on mental health. Mental Health and Social Inclusion, 25(1), 41–51. https://doi.org/10.1108/mhsi-06-2020-0039
The role of social media influencers. (n.d.). https://www.manobyte.com/growth-strategy/the-role-of-social-media-influencers#:~:text=Social%20media%20influencers%20are%20the,discussion%20and%20who%20inspire%20action.
Turner, J. (1975). Social comparison and social identity: Some prospects for intergroup behaviour. European Journal of Social Psychology, 5(1), 1–34. https://doi.org/10.1002/ejsp.2420050102
Ulvi, O., Karamehić-Muratović, A., Baghbanzadeh, M., Bashir, A., Smith, J., & Haque, U. (2022). Social Media Use and Mental Health: A Global analysis. Epidemiologia, 3(1), 11–25. https://doi.org/10.3390/epidemiologia3010002
Wellman, M. L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of authenticity: Social media influencers and the production of sponsored content. Journal of Media Ethics, 35(2), 68–82. https://doi.org/10.1080/23736992.2020.1736078
Wu, Y., Nambisan, S., Xiao, J., & Xie, K. (2022). Consumer resource integration and service innovation in social commerce: the role of social media influencers. Journal of the Academy of Marketing Science, 50(3), 429–459. https://doi.org/10.1007/s11747-022-00837-y
Žák, Š., & Hasprová, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. https://doi.org/10.1051/shsconf/20207403014
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
