Female travel influencers and authenticity labor on Instagram
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2025-02-14
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en
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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.
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