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

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dc.contributor.authorGewinner, Irina
dc.date.accessioned2024-12-26T21:06:39Z
dc.date.available2024-12-26T21:06:39Z
dc.date.issued2025-01-07
dc.description.abstractThis 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.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.332
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.otherb959af99-ab88-4fcc-8b98-de67b4a98ffc
dc.identifier.urihttps://hdl.handle.net/10125/109173
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectNetnography in System Sciences Research
dc.subjectcommunication styles, influencer marketing, instagram, tourism, user engagement.
dc.titleNetnographic Insights into Digital Influence: Authenticity in Written Posts of Tourism Influencers on Instagram
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage2749

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