The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.
This research project started in 2014 and finalized in 2019, with CAPES funding. CAPES is the most important research institution in Brazil. This research project was developed in cooperation with NUFFIC/NL. During these 6 years several researchers from Brazil could develop their Ph.D thesis, Post-Doctorate and technical visitis at Breda University. The outcomes could also be observerd by the serveral articles published related to Creative Economy. Partners:CAPES, NUFFIC, Federal University of Pernambuco (Brasil)
