Wissenschaft und Forschung an der HdM

Abschlussarbeit

Vergleich der Narzissmusausprägung bei amerikanischen Influencern der Bereiche Fitness und Beauty & Lifestyle auf Instagram

The aim of this study is to examine the narcissism of American influencers on the social networking site Instagram. The topics fitness and beauty & lifestyle are analysed as representative groups. To this end, the following research question is to be examined: "To what extent can differences be determined among American influencers in the branches of fitness and beauty & lifestyle with regard to the expression of narcissism in their personality on Instagram? In order to answer these questions, quantitative research in the form of a one-week observation is carried out. Each posted content is to be qualitatively classified in the developed criteria grid. The behavior and self-portrayal of the test subjects was monitored in two subcultures on Instagram. The results of the study are that the influencers in the areas of fitness and beauty & lifestyle show a similarly strong expression of narcissism. They are in a mid-strong range. It was also found that active Instagram usage behavior does not automatically indicate a strong narcissistic character.

Keywords: beauty & lifestyle, Big-Five-model, fitness, influencer, Instagram, narcissism, opinion leader, personality, social media site

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Autoren: Weinhold, Alessia / Weißhaupt, Michael
Seiten: 67

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