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Analysis of institutional authors

Sarmiento-Guede JrAuthor

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October 10, 2022
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Visual communication on Instagram: Study of the effects of micro-influencers on the behavior of their followers [La comunicación visual en Instagram: estudio de los efectos de los micro-influencers en el comportamiento de sus seguidores]

Publicated to:Estudios Sobre El Mensaje Periodistico. 26 (3): 1205-1216 - 2020-01-01 26(3), DOI: 10.5209/ESMP.65046

Authors: Sarmiento-Guede JR; Rodríguez-Terceño J

Affiliations

ESERP Business & Law School de Madrid, Spain - Author
Universidad Rey Juan Carlos, Spain - Author

Abstract

The use of visual elements, such as images in communication, add to a brand more than a simple text. The main objective of this work is to analyze the influence that fashion micro-influencers have on the behavior of their followers through Instagram. The methodology is based on a model of structural equations (SEM) to analyze the influence that micro-influencers have in the way of interacting, recommending and buying from their followers. The results, based on data collected from 1,358 followers of fashion micro-influencers, show, first of all, that the more post with images the micro-influencers publish in their account, the greater reaction they will provoke in their followers. Secondly, the followers of micro-influencers, as they become an active part of the process of visual communication and co-creation of value, tend to recommend these accounts through other social media. Third, followers rely on the opinion leader's publications due to their experience with the product and their acquired knowledge. This influence is much greater when the personality of the micro-influencers matches that of their followers. © 2020 Universidad Complutense de Madrid. All rights reserved.

Keywords

Consumer behaviorInstagramMicro-influencersSocial mediaVisual communication

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Estudios Sobre El Mensaje Periodistico due to its progression and the good impact it has achieved in recent years, according to the agency Dialnet (Dialnet Métricas). In the year of publication of the work, 2020, thus managing to position itself as a Q1 (Primer Cuartil).

Notably, the journal is positioned in the Quartile Q3 for the agency Scopus (SJR), in the category Communication, classified as B in other national agencies such as CIRC, classified as C by the agency AGUAR.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations from Scopus Elsevier, it yields a value for the Field-Weighted Citation Impact from the Scopus agency: 1.57, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: ESI Nov 14, 2024)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Field Citation Ratio (FCR) from Dimensions: 10.44 (source consulted: Dimensions Jul 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-07-04, the following number of citations:

  • Scopus: 19

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-07-04:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 75.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 122 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 0.5.
  • The number of mentions on the social network X (formerly Twitter): 1 (Altmetric).

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Sarmiento Guede, José Ramón) .