The most valued attributes and characteristics of Instagram influencers: a case study of the skincare market in Portugal

Abstract

Social Media Influencers are the new celebrities, gaining more relevance amongst younger generations than traditional celebrities. The present study empirically investigated Portuguese consumers perceptions and preferences regarding characteristics and attributes of Social Media Influencers on Instagram. The importance of each attribute and characteristic was collected through different surveys, the data arranged into a multidimensional perceptual map and a conjoint analysis. “Trustworthiness”, “Content quality” and “Authenticity” were the most important characteristics. “Interaction with followers”, “Type of products advertised”, and “Frequency of general posts” the most valued attributes. With these insights influencers can reach their goals: more followers and higher engagement rate.