This study aims to understand how tribal assemblages formed around Instagram mega-influencers are reflected in follower-generated hashtag networks. Using the co-hashtag network analysis approach, this study reveals that history and nostalgia, the 'linking value' of the influencer, playfulness and fluid boundaries emerge as key facets of virtual mega-influencer tribal assemblages.
|Number of pages||5|
|Journal||Advances in Consumer Research|
|Publication status||Published - 21 Mar 2022|
- online marketing