Capstone Project

For my capstone project, I explored how influencers on Instagram and TikTok communicate authenticity and build trust with their audiences. Using Barry Brummett’s rhetorical criticism framework, I analyzed a sample of posts from mid-level influencers across lifestyle, wellness, fashion, and fitness. My research examined how storytelling, visual choices, tone, vulnerability, and audience interaction shape perceptions of authenticity online.

The findings showed that authenticity is not accidental. It is created through strategic decisions such as using relatable language, sharing personal moments, responding to followers, and being transparent about sponsorships. These practices strengthen parasocial relationships and increase audience trust, which directly impacts engagement and brand credibility.

This project strengthened my understanding of digital communication, influencer branding, and audience psychology. It also helped me develop analytical and research skills that I can apply in public relations, social media strategy, and content development.