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

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.