Social media influencers as human brands: insights from an analysis of a mega-influencer follower-generated hashtag network on Instagram

Dilan Tharindu Rathnayake; Andrea Tonner; Petya Eckler

Social media influencers as human brands: insights from an analysis of a mega-influencer follower-generated hashtag network on Instagram

Dilan Tharindu Rathnayake, Andrea Tonner, Petya Eckler

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Abstract

This study investigates the followers’ perspective of social media influencers as ‘human brands’, via an analysis of follower-generated hashtags on Instagram. Instagram is the fastest-growing social media platform (Djafarova & Rushworth, 2017) having a higher user engagement (Casaló et al., 2018), making it a promising platform for social media influencers.

Original language	English
Number of pages	3
Publication status	Published - 5 Jul 2022
Event	Academy of Marketing Conference: The Fabric of Life - University of Huddersfield, Huddersfield, United Kingdom Duration: 5 Jul 2022 → 7 Jul 2022

Conference

Conference	Academy of Marketing Conference
Country/Territory	United Kingdom
City	Huddersfield
Period	5/07/22 → 7/07/22

Keywords

social media influencers
human brand
Instagram

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Rathnayake-etal-AMC-2022-Social-media-influencers-as-human-brandsAccepted author manuscript, 593 KBLicence: Strath_1

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title = "Social media influencers as human brands: insights from an analysis of a mega-influencer follower-generated hashtag network on Instagram",

abstract = "This study investigates the followers{\textquoteright} perspective of social media influencers as {\textquoteleft}human brands{\textquoteright}, via an analysis of follower-generated hashtags on Instagram. Instagram is the fastest-growing social media platform (Djafarova & Rushworth, 2017) having a higher user engagement (Casal{\'o} et al., 2018), making it a promising platform for social media influencers.",

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AU - Rathnayake, Dilan Tharindu

AU - Tonner, Andrea

AU - Eckler, Petya

PY - 2022/7/5

Y1 - 2022/7/5

N2 - This study investigates the followers’ perspective of social media influencers as ‘human brands’, via an analysis of follower-generated hashtags on Instagram. Instagram is the fastest-growing social media platform (Djafarova & Rushworth, 2017) having a higher user engagement (Casaló et al., 2018), making it a promising platform for social media influencers.

AB - This study investigates the followers’ perspective of social media influencers as ‘human brands’, via an analysis of follower-generated hashtags on Instagram. Instagram is the fastest-growing social media platform (Djafarova & Rushworth, 2017) having a higher user engagement (Casaló et al., 2018), making it a promising platform for social media influencers.

KW - social media influencers

KW - human brand

KW - Instagram

UR - https://www.academyofmarketing.org/conference/conference-2022/

M3 - Abstract

Y2 - 5 July 2022 through 7 July 2022

ER -

Social media influencers as human brands: insights from an analysis of a mega-influencer follower-generated hashtag network on Instagram

Abstract

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Keywords

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