A Phenomenological Investigation of Trust and Transparency Among Agricultural Influencers on Instagram

This phenomenological study explored how agricultural influencers on Instagram are communicating the portrayal of transparency on social medias. This study utilized semi-structured qualitative interviews. Interviews were conducted with agricultural influencers on Instagram though purposive and snowball sampling. Interview participants share a common phenomenon of a background in agriculture as it relates to their presence on social medias. Results revealed the motivations of agricultural influencers to post about agriculture on Instagram, how they define transparency and agricultural transparency, as well as how they are being transparent on Instagram. Participants placed great emphasis on their motivations to share their stories in agriculture on social medias to communicate with individuals that related in agriculture or are outside of the industry. Additionally, agricultural influencers are motivated to bridging the knowledge gap between producers and consumers. To be transparent, agricultural influencers are authentic and honest online because their responses indicated they do not want their Instagram posts to be taken out of context and be understood correctly, as well as develop an open conversation with those who are curious about agriculture. Results indicated agricultural influencers as opinion leaders, in support with their motivations and perceptions of transparency. The researcher recommends a set definition of agricultural transparency, as well as the development of advocacy resources available to easily communicate agricultural information with consumers. Future research is also recommended in examining agriculture influencers in specific niches of agriculture, as well as agricultural transparency of agricultural influencers from the consumers perspective.