Exploring Textual and Visual Persuasive Techniques in Macro and Micro Beauty Influencers’ Product Placements on Instagram
| dc.contributor.author | Chaou Hadjira | |
| dc.contributor.author | Aridj Lydia | |
| dc.date.accessioned | 2025-12-01T12:28:29Z | |
| dc.date.available | 2025-12-01T12:28:29Z | |
| dc.date.issued | 2025-07 | |
| dc.description | 100p. : Ill. en coul. ; (+CD-Rom) | |
| dc.description.abstract | The current study investigates the persuasive techniques employed by Macro and Micro beauty influencers in their product placement strategies on Instagram. The main aim is to identify and compare the verbal and visual persuasive techniques these influencers use to promote beauty products. More specifically, the study has four main objectives: (1) to identify the principles of persuasion used by Macro and Micro beauty influencers, (2) to determine which routes of persuasion, central or peripheral, are taken, (3) to examine the semiotic elements embedded within their content, and (4) to compare the two influencer categories across these three aspects. To achieve these objectives, a qualitative research design was adopted, based on a corpus of 48 product placements (captions and videos) collected from the official Instagram accounts of six beauty influencers (three Macro and three Micro) with eight product placements selected per influencer. The qualitative content analysis was grounded in three theoretical frameworks: Cialdini’s Six Principles of Persuasion (1983), the Elaboration Likelihood Model by Petty and Cacioppo (1986), and Barthes’ Semiotic Theory (1957/1972, 1964/1977). The findings revealed that all six principles of persuasion appeared across the content of both influencer groups, with liking, commitment, and authority being the most dominant. However, the ways in which these principles were used varied between the two groups. In addition, both central and peripheral routes of persuasion were identified, though Macro influencers tended to balance the two, while Micro influencers leaned more heavily on the peripheral route. Moreover, the semiotic analysis showed that both groups used denotations, connotations, and myths to construct meaning. However, Macro influencers often conveyed themes of perfection and aspiration, while Micro influencers emphasized authenticity, empowerment, and relatable beauty ideals. | |
| dc.identifier.citation | Language and Communication | |
| dc.identifier.uri | https://dspace.ummto.dz/handle/ummto/29266 | |
| dc.language.iso | en | |
| dc.publisher | Université Mouloud Mammeri Tizi Ouzou | |
| dc.subject | Beauty influencers | |
| dc.subject | Cialdini’s Principles | |
| dc.subject | Elaboration Likelihood Model | |
| dc.subject | Instagram Product Placement | |
| dc.subject | Macro and Micro Influencers | |
| dc.subject | Persuasion Techniques | |
| dc.subject | Semiotic Analysis | |
| dc.title | Exploring Textual and Visual Persuasive Techniques in Macro and Micro Beauty Influencers’ Product Placements on Instagram | |
| dc.type | Thesis |