International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
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A Study on Soft Selling Practices through Content Analysis of Instagram Influencers in Tamil Nadu

Author(s) Ms. N Manasa, Dr. Valarmathi Subramaniam
Country India
Abstract This study will explore soft-sell promotional strategies on Instagram Reels among micro-celebrities in Tamil Nadu, especially how influencers endorse brands in culturally sensitive manners while preserving audience trust. Using a qualitative content analysis approach, this research examines 303 Instagram Reels produced by ten micro-celebrities across five niches: food, fitness, fashion, beauty, and local exploration. The sample also includes influencers with followers ranging between 10,000 and 100,000, the content being systematically selected from posts published between October 1 and December 31, 2024. In this research, primary soft-sell techniques, disclosure practices, and audience-oriented strategies in influencer content are identified through a binary (yes/no) coding scheme. Placed against the broader diffusion of subtle, authenticity-driven promotion from overt advertising on social media, findings highlight ways in which micro-celebrities use relatability, narrative integration, and cultural alignment as prevailing tactics to promote brands in the absence of overt sales appeals. This study helps to understand influencer marketing practices in regional and culturally specific contexts, underlining the role of soft-sell strategies in sustaining credibility and trust among followers.
Keywords Soft selling, Content Analysis, Instagram, Influencer, Tamil Nadu
Field Sociology > Journalism / Media
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-13
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.71305
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E-ISSN 2582-2160
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