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 languageEnglish
Pages (from-to)108-112
Number of pages5
JournalAdvances in Consumer Research
Volume49
Publication statusPublished - 21 Mar 2022

Keywords

  • Instagram
  • influencers
  • online marketing

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