Netnographic Insights into Digital Influence: Authenticity in Written Posts of Tourism Influencers on Instagram

verfasst von

Irina Gewinner

Abstract

This study examines how tourism influencers construct authenticity in their written Instagram posts, addressing a gap in research that has largely focused
on visual content. Using a netnographic approach, we analyze 109 posts from influencers across micro, macro, and mega categories, identifying linguistic and
narrative strategies that balance personal authenticity with commercial promotion. Findings reveal how influencers use personal stories, transparency about sponsorships, and emotional engagement to maintain credibility while promoting branded content. Key themes include the use of pronouns, informal language, storytelling, and values like freedom, escapism, and materialism. These insights enhance our understanding of the dynamics between authenticity and influencer marketing, offering practical guidance for brands and influencers in building trust-based engagement.

Organisationseinheit(en)

Institut für Soziologie

Typ

Aufsatz in Konferenzband

Seiten

2753-2762

Publikationsdatum

07.01.2025

Publikationsstatus

Veröffentlicht

Peer-reviewed

Ja

Ziele für nachhaltige Entwicklung

SDG 8 – Anständige Arbeitsbedingungen und wirtschaftliches Wachstum

Elektronische Version(en)

https://hdl.handle.net/10125/109173 (Zugang: Offen)