How influencers have affected today's consumption on Instagram during the coronavirus in Spain

Abstract

The research question that this investigation concentrates on is: “How influencers have affected today's consumption on Instagram during the coronavirus in Spain.” With the appearance of the coronavirus in 2019, the entire world has been forced to adapt to a situation never experienced before. Social networks have become people's best ally, allowing them to stay connected during the months they had to be locked up. Digital platforms have had to advance significantly to meet human needs during this challenging time. In this situation, influencers have played a particularly significant role, becoming connectors between companies and consumers. Companies have increased the use of their social networks, and therefore, the importance of the role of the influencer too. The aim of this paper is to analyze how the Spanish society has changed from 2019 to 2020, due to the coronavirus and the significant role that influencers have played in this situation. The research focuses on today's consumer society, and how it has evolved during the quarantine months, driving influencers to offer more content to keep us connected. To study this matter in the most efficient way, this research is guided by a qualitative analysis strategy. Thematic study has been the procedure used in this search to examine the data collected from semi-structured phenomenological interviews of 7 participants. This qualitative exploration follows an abductive orientation that allows the analyst to move chronically between theories made in the past and empirical data emerging from the research findings. The result of this study clearly writes down that there has been a major shift in the last year since the advent of covid-19. The results of the study also point to an advance in today's consumer, who has become more of an online shopper. Finally, the results of the study also point to the impact that influencers have had on the decision of all shoppers.