Female travel influencers and authenticity labor on Instagram
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2025-03-31
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en
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Abstract
This thesis analyzed how female travel influencers claim authenticity through showing different
degrees of transparency and passion in paid Instagram reels. Thirty sponsored reels from ten
influencers were examined in a qualitative case study approached. The analysis was based on
Audrezet et al.’s framework about authenticity strategies. The results reveal that by far most
female travel influencers use the Path of Fairytale Authenticity which prioritizes passion while
minimizing the showcase of transparency. Particularly, most of them use storytelling as a
technique to embed products into creative narratives. The findings suggest that female travel
influencers strategically shift the focus of their content on passion for products and away from
the commercial nature of their reels to establish emotional connections to their viewers and
thereby convince them of the product’s purchase.
Keywords: authenticity, authenticity labor, authenticity strategies, social media influencers,
travel influencers, female influencers
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