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

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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 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)