Status : Verified
| Personal Name | Concepcion, Ma. Lorraine J. |
|---|---|
| Resource Title | Trendsetters : a study on filipino fashion micro-influencers’ self-branding through digital content on Instagram |
| Date Issued | 6 June 2025 |
| Abstract | This study dealt with the self-branding practices of Filipino fashion micro-influencers on Instagram, focusing on the rhetorical visual elements in their photos, the clusters that surrounded them, and the symbolic actions and human intervention present that contributed to their effective branding on the platform. By analyzing these elements, the research aimed to understand how micro-influencers crafted their online personas and established their presence within the digital fashion industry. The study explored how different visual elements could convey meaning and build communication and connection with the audience. It aimed to achieve this by addressing three primary objectives: (1) To identify the key rhetorical visual elements and clusters in Filipino fashion micro-influencers’ photos on Instagram; (2) To examine the symbolic actions present in these influencers’ photos as reflected by the rhetorical clusters; (3) To analyze the human intervention present in the photos that established their self-branding on Instagram. This research relied on Sonja K. Foss' (2005) Visual Rhetoric Theory to determine how Instagram posts could serve as communicative artifacts, with visual symbols to communicate and create meaning. This study used cluster analysis based on the Cluster Criticism method by Kenneth Burke. The sources of the artifacts were from Filipino fashion micro-influencers on Instagram who had successfully established their names in the digital fashion industry, worked with several local and international brands, and amassed a follower count of 10,000 to 50,000. The posts studied were chosen based on the highest engagement from the last quarter of 2023, and the results revealed that the chosen Filipino fashion micro-influencers shared similar patterns, strategically using key visual elements such as blank expressions, monochrome outfits, and neutral backgrounds to convey a professional and model-like image. This indicated that certain key rhetorical v |
| Degree Course | Bachelor of Arts in Speech Communication : Rhetoric and Performance |
| Language | English |
| Keyword | Digital Content; Communication in marketing—Philippines; Instagram (Electronic resource); Branding (Marketing)—Philippines; Fashion—Philippines; Visual Rhetoric; Micro-Influencers; Self-Branding; Clothing and dress--Internet marketing—Philippines; Rhetorical Clusters |
| Material Type | Thesis/Dissertation |
Preliminary Pages
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Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access