Assembling tribes on Instagram: analysis of a mega-influencer follower-generated hashtag network

Dilan Rathnayake; Andrea Tonner; Petya Eckler

Assembling tribes on Instagram: analysis of a mega-influencer follower-generated hashtag network

Dilan Rathnayake, Andrea Tonner, Petya Eckler

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Abstract

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.

Original language	English
Pages (from-to)	108-112
Number of pages	5
Journal	Advances in Consumer Research
Volume	49
Publication status	Published - 21 Mar 2022

Keywords

Instagram
influencers
online marketing

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Rathnayake-etal-ACR-2021-Assembling-tribes-on-instagram-analysis-of-a-mega-influencer-follower-generated-hashtag-networkAccepted author manuscript, 393 KB

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title = "Assembling tribes on Instagram: analysis of a mega-influencer follower-generated hashtag network",

abstract = "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.",

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AU - Eckler, Petya

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AB - 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.

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KW - influencers

KW - online marketing

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Assembling tribes on Instagram: analysis of a mega-influencer follower-generated hashtag network

Abstract

Keywords

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