The use of persuasive tools in influencer marketing – Discourse analysis of the Instagram posts of @gracebeverley

Abstract

This thesis explores the language of influencer marketing and how different persuasive tools are used when products are endorsed on Instagram. The study looks at one influencer and how they use different persuasive tools in their Instagram captions. The influencer chosen for the study is Grace Beverley. The topicality of influencer marketing as well as the rising popularity of social media provide an interesting field of study. The thesis examines the feed posts of Grace Beverley and focuses on the captions of her posts, where products are endorsed. The theoretical background for the study was built upon the theories of persuasive language introduced by Beasley and Danesi (2002). Secondly, the theories of advertising language explained by Goatly (2008) were applied. The results of the study showed that persuasive language can be used as a tool in influencer marketing. Additionally, the combination of different modes – namely text and image can be used to establish creative Instagram posts. As a conclusive point, Instagram as a platform offers possibilities for versatile implementations of persuasion. On a general note, the findings of the study indicate that when used purposefully, language can be utilized in the creation of successful influencer marketing. Secondly, as the study focused on a relatively niche aspect of social media language, it can be concluded that as a field of study, social media language offers many possibilities.