Assembling tribes on Instagram : analysis of a mega-influencer follower-generated hashtag network

Rathnayake, Dilan and Tonner, Andrea and Eckler, Petya (2022) Assembling tribes on Instagram : analysis of a mega-influencer follower-generated hashtag network. Advances in Consumer Research, 49. pp. 108-112. ISSN 0098-9258 (https://www.acrwebsite.org/volumes/3000918/volumes...)

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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.

ORCID iDs

Rathnayake, Dilan ORCID: https://orcid.org/0000-0001-5854-4957

Tonner, Andrea ORCID: https://orcid.org/0000-0002-8436-3946

Eckler, Petya ORCID: https://orcid.org/0000-0002-5734-8089

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• Item metadata

  Item type:	Article
  ID code:	79970
  Dates:	Date Event 21 March 2022 Published 21 June 2021 Accepted
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products Philosophy. Psychology. Religion > Psychology
  Department:	Strathclyde Business School > Marketing Faculty of Humanities and Social Sciences (HaSS) > Humanities > Journalism
  Depositing user:	Pure Administrator
  Date deposited:	25 Mar 2022 13:04
  Last modified:	31 Aug 2024 01:11
  URI:	https://strathprints.strath.ac.uk/id/eprint/79970