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

Rathnayake, Dilan Tharindu and Tonner, Andrea and Eckler, Petya (2022) Social media influencers as human brands : insights from an analysis of a mega-influencer follower-generated hashtag network on Instagram. In: Academy of Marketing Conference, 2022-07-05 - 2022-07-07, University of Huddersfield.

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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.

ORCID iDs

Rathnayake, Dilan Tharindu ORCID logoORCID: https://orcid.org/0000-0001-5854-4957, Tonner, Andrea ORCID logoORCID: https://orcid.org/0000-0002-8436-3946 and Eckler, Petya ORCID logoORCID: https://orcid.org/0000-0002-5734-8089;
CORE (COnnecting REpositories)