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
- influencers
- online marketing
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