The antecedents of engagement

This section explores the respondents’ answers in relation to theoretical propositions regarding the

antecedents of engagement as defined in the theoretical framework.

6.3.1.1 Inspiration

During the interviews inspiration is the antecedent most frequently mentioned by the respondents. It is clear that inspiration is a strong motivation for engaging with Matilda Djerf as Viktoria points out

“On Instagram I more follow her because the pictures themselves gives me inspiration” (00:16:01) and Carina further comments that “I'm only following or mostly following her because of inspiration and not really about the person who’s behind it.” (00:33:31).

Matilda Djerf’s clothing style seems to be a source of inspiration for all respondents. Malin for example, says “She has like more of a chic style and she always has a lot of colours. So yeah that makes me want to wear more colours.” (00:28:28)

.

For Maja it is not only the look of Matilda Djerf’s clothes that she gets new ideas from but also from the brands she wears “I know of like brands I’ve never heard of before and now I know of the brands and I like check them out sometimes or I’m aware of the brands and would consider to buy something from there. Only because I've heard her talk about it.” (00:39:38). Maja also says about Matilda Djerf’s clothing style “If I see her wearing something that I maybe didn't like before and I see her wear it I'm like ok wait then it's good because I think she has great taste then those pants are nice.” (00:36:48).

Further, Viktoria mentions that she is also inspired by Matilda Djerf’s clothing style; “[…] she has done her own collection and then I thought it was a dress when I thought that was really pretty.

[…] And then I was like that would look really cute in the summer.”. Finally, Carina cites inspiration from “The fashion. But that’s mostly her clothing style.” (00:35:39) as the content that she is most interested in.

In sum, all of the respondents are motivated by inspiration when they engage with Matilda Djerf. It is mentioned that Matilda Djerf’s clothing style is the main source of inspiration.

6.3.1.2 Information

Information is another motivation for engaging with Matilda Djerf according to three respondents,

which is explained by Malin “I think it’s good if she writes down or maybe comments her

collaboration or gives more information about the product she is selling or the clothes. So yeah it’s

very important if she wants to have me as a follower.” (00:34:41). Maja supports how important

information is to her when she says “I love like when people do like beauty tutorials and when they

talk about products and if they talk about clothing or hotels. I love to get like reviews. I want some

like information.“ (00:01:14). There is also a notable link between information and inspiration

which is expressed by Viktoria when she says “I hate when, especially influencers who are into fashion for example, put up outfits and then they don’t tag where they have bought the things because I think their job is to inspire others and for the followers to be able to buy the same things or to find something similar” and then adds in relation to Matilda Djerf that “[…] she gets tons of questions about her hair and then I think it would be really stupid of her to not address that.”

(00:42:34). In contrast to the other respondents, Carina appears less motivated by information; “I think she lives more about just her pictures than about writing stuff.” (00:36:28) she continues “I don’t think she’s an influencer where I would be like, oh I remember to have seen something and then look her up and check her.”(00:37:15).

In sum, three of the respondents mention information in the form of advice and product information as a motivation for engaging with Matilda Djerf.

6.3.1.3 Entertainment

All the respondents share that they are motivated by entertainment to use social media in general in a sense to fill time. How the respondents feel regarding this is expressed by Viktoria when she explains how often she uses social media; “[…] all the time when I’m bored, when I’m maybe just studying I take a break and check the social media.” (00:01:35).

Two respondents express that filling time is also a motivation to engage with Matilda Djerf. Maja describes when and why she engages with Matilda Djerf; “I was tired but I didn't want to sleep yet and I just wanted to lay down and then I didn’t, I didn’t feel like doing something on my phone because I was too tired to see something and then I went in on YouTube and then I love to watch beauty tutorials and then I remembered that I saw somewhere that she had like a ‘get ready with me’ video.” (00:38:23). Malin supports this when she explains why she recently engaged with Matilda Djerf on Instagram; “She had a live video on her Insta stories. So I had nothing to do so I saw the video.” (00:12:24).

Apart from filling time, three of the respondents also elaborate on how aesthetic enjoyment

motivates them to engage with Matilda Djerf. Maja says “I think she takes good pictures, I just like

her style. I like the feeling you get from her posts.” (00:26:16) and Carina further comments that she

started following Matilda “[…] because she has some really nice hair.” (00:10:30). Viktoria also

supports this connection giving examples of content that would make her engage with Matilda

Djerf; “I think that’s why I started to follow her, I really like her pictures. They have a little bit of a vintage kind of feel so I feel like she really has a special touch of her pictures.” (00:12:09).

In sum, for all the respondents, entertainment serves as a motivation for engagement with Matilda Djerf. Two respondents engage with Matilda Djerf to fill time and three respondents in order to experience aesthetic enjoyment. None of the respondents mention escaping from problems, relaxation or sexual arousal as motivations for engagement.

6.3.1.4 Remuneration

In terms of remuneration the respondents mention discount codes and competitions as examples.

Further, the respondents elaborate less about remuneration than the other antecedents for engagement and they give various answers as to how and why remuneration motivates them to engage with Matilda Djerf.

Both Maja and Viktoria express how remuneration can be a motivation for engaging with influencers in general when they are shopping online. Viktoria explains “[…] usually if I’m on Gina Tricot and want to buy something online, then I search for the influencers to find discount codes. Got to be smart.” (00:45:17). This is supported by Maja when she says “[…] now I learned that you should only buy when you really need stuff. So then that's why when I’m like, now I need this and then I’m checking the codes up.” (00:41:22).

Comparatively, Malin expresses that remuneration can be an unexpected extra when she engages with Matilda Djerf. She describes how remuneration is present when she engages with Matilda Djerf to find inspiration “I go to her page and see if I can find something. Or if she promotes what do you call it clothing brands. And then I check it up and see if I can find something. Oh! And she has discount codes!” (00:09:54).

In sum, remuneration as a motivation for engagement is expressed differently among the

respondents. Remuneration is mentioned as a motivation for engagement with influencers in general

in relation to online shopping, and as a general benefit of engagement specifically in relation to

finding inspiration on Matilda Djerf’s profile.

6.3.1.5 Self-expression

In relation to self-expression the respondents attempt to make sense of the relationship between themselves and Matilda Djerf and if it reinforces or reflects the person they are or who they want to be. Viktoria and Maja explain how following Matilda Djerf expresses parts of their inner self.

Viktoria says “[…] sometimes I plan too much and worry too much about my future and that I should learn from people that are more naive and free kind of that she [Matilda Djerf] is.”

(00:46:19) then she continues “[…]I think maybe she’s representing that part of me that should be a little bit more carefree.” (00:46:54). Further, Maja expresses “She symbolizes what I wished I looked like.” (00:42:50).

Three respondents relate to their social self when they mention that they are aware of other people's perception of who they engage with on social media. This further influences how they engage with Matilda Djerf; “I don't have a problem if people know that I follow her and think she’s cute or anything, because I really do.” (Maja, 00:47:21). Maja continues by explaining how she engages with another influencer; “I check her [other influencer] Instagram every day but I don't follow her because that one I feel like you have to defend because there's like divided if you love or hate that person” (00:47:34). These quotes show how engagement can change depending on how Maja wants to express herself. Viktoria makes a further comment regarding how following Matilda Djerf expresses her social self when she says “If they see I follow Matilda they think that’s maybe interesting.” (00:48:15). A connection between the social self is also expressed by Malin when she says “She has a good feed so some people would actually start following her because of me.”

(00:36:45).

In sum, two of the respondents express a connection between their inner self and their engagement

with Matilda Djerf. Additionally, three respondents exhibit an awareness of how engaging with

Matilda Djerf reflects their social self. Nonetheless, self-expression is not shown to have a strong

influence on the respondents’ motivation to engage with Matilda Djerf.

In document BEYOND PICTURE-PERFECT BRUNCH PLATES (Sider 79-83)