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

authored by

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.

Organisation(s)

Sociology Department

Type

Conference contribution

Pages

2753-2762

Publication date

07.01.2025

Publication status

Published

Peer reviewed

Yes

Sustainable Development Goals

SDG 8 - Decent Work and Economic Growth

Electronic version(s)

https://hdl.handle.net/10125/109173 (Access: Open)