Abstract
Our study examines ‘Finstagramming’ as a resistance strategy from influencers trying to circumvent the prescriptive nature and restrictive algorithm of Instagram. Without ever leaving the platform, Finstagram acts as an emancipatory outlet that enables influencers to share more intimate, less-conforming and unpolished content without jeopardising the highly curated, monetizable person-brand of their main account. Through a dual-method qualitative approach of netnography and in-depth interviews, we unravel this paradox of embedded escapism, where influencers toggle between main and Finsta accounts in their pursuit of authenticity. Our findings reveal the porosity of these multiple digital personae and differentiated digital work taking place on the platform. We argue that Finstagram affords a momentary escape from the digital attention economy whilst remaining tethered to socially mediated authenticity markers.
Original language | English |
---|---|
Pages (from-to) | 1071-1097 |
Journal | Journal of Marketing Management |
Volume | 39 |
Issue number | 11-12 |
Early online date | 21 Sept 2023 |
DOIs | |
Publication status | Published - 2023 |
Keywords / Materials (for Non-textual outputs)
- social networks
- identity
- new media
- netnography
- authentity
- algorithm