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Table 3 Communication goals and techniques

From: Selling health and happiness how influencers communicate on Instagram about dieting and exercise: mixed methods research

Generating revenue
Positioning of advertising Increasing attractiveness & trustworthiness
Positioning as expert Generating commitment Similarity Familiarity Sympathy
Sharing expert information Activation by an asking a question Representing socially accepted attitude Creating intimacy by retelling experiences in the form of diary entries Presenting positive support through motivating statements
Showcasing personal experience Activation through self-promotion Answering a self-asked question Conveying closeness through personal address Thanks and approval by direct response to comments