‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media

Elmira Djafarova, Oxana Trofimenko

Research output: Contribution to journalArticlepeer-review

158 Citations (Scopus)


Companies increasingly use micro-celebrities for product endorsement. However, there are concerns around the self-presentation and credibility of this source of information online. This study examines the relationships between source credibility, self-presentation, and consumer behavior towards micro-celebrity endorsements. In-depth interviews were conducted with 38 female active users of Instagram, from Russia, to explore the impact of micro-celebrities’ credibility and self-presentation upon consumer purchase decisions. This study attempts to construct an extended source credibility framework applicable to the online context. The findings show that users deem micro-celebrities credible if they follow certain criteria of online behavior and self-presentation.
Original languageEnglish
Pages (from-to)1432-1446
Number of pages15
JournalInformation Communication and Society
Issue number10
Early online date19 Feb 2018
Publication statusPublished - 24 Aug 2019


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