A new type of celebrity known as a digital influencer has emerged due to the accelerated uptake of social media platforms such as Instagram. To help understand this new type of celebrity this thesis explores the strate gies that digital influencers are implementing on Instagram in order to maintain their fame via different types of loyalty. Further, this thesis explores the way in which the definition of celebrity has changed due to the accelerated uptake of social media platforms such as Instagram. Instagram is a social media application that allows users to gather followers, connect with different brands and entities, and facilitate social interactions among consumers (Blight, 2017). Instagram is primarily based on visu al aesthetics and filtered images, which makes it a suitable ecosystem for promotion a vast array of products as well as popularising certain body images and advocating luxurious lifestyles and prominent luxury brands (Djafarova & Rushworth, 2017).