Assembling Tribes on Instagram: Analysis of a Mega-Influencer Follower-Generated Hashtag Network
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.
Citation:
Dilan Rathnayake, Andrea Tonner, and Petya Eckler (2021) ,"Assembling Tribes on Instagram: Analysis of a Mega-Influencer Follower-Generated Hashtag Network", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 108-112.
Authors
Dilan Rathnayake, Strathclyde Business School, University of Strathclyde
Andrea Tonner, Strathclyde Business School, University of Strathclyde
Petya Eckler, School of Humanities, University of Strathclyde
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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