The master's thesis investigates the role of social media influencers in building brand communities on Instagram. It analyzes the collaboration practices between Slovenian social media influencers and three large food retail chains in Slovenia through co-created posts. The aim of this study is to examine which groups of social media influencers collaborate with brands, which types of content generate a higher level of user engagement, and how social media influencers contribute to the building of brand communities through elements such as rituals, shared consciousness, and moral responsibility. The theoretical part presents the key concepts of influencer marketing, brand communities, and the process model for social media marketing strategies. The empirical part presents a mixed-method study based on quantitative and qualitative content analysis of co-created posts of social media influencers on Instagram with the food retailer brands Hofer Slovenia, Lidl Slovenia, and Spar Slovenia. The results show that micro- and nano-influencers achieve higher levels of engagement and perceived authenticity, with content emphasizing shared values and rituals significantly contributing to the formation of lasting relationships with the followers on Instagram. The master’s thesis also provides practical recommendations for retailer brands on leveraging influencer collaborations to strengthen brand communities on social network sites.
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