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

Research output: Contribution to conferenceAbstractpeer-review

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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 languageEnglish
Number of pages3
Publication statusPublished - 5 Jul 2022
EventAcademy of Marketing Conference: The Fabric of Life - University of Huddersfield, Huddersfield, United Kingdom
Duration: 5 Jul 20227 Jul 2022

Conference

ConferenceAcademy of Marketing Conference
Country/TerritoryUnited Kingdom
CityHuddersfield
Period5/07/227/07/22

Keywords

  • social media influencers
  • human brand
  • Instagram

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