Social media influencers and Instagram storytelling: Case study of Singapore Instagram influencers

• Main Authors: CHONG, Mark, GOTTIPATI Swapna
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: social media influencers; narrative persuasion; storytelling; Instagram; data mining; Business and Corporate Communications; Communication Technology and New Media; Social Media
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6828; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7827/viewcontent/SocialMedia_Chong_av.pdf
• Institution: Singapore Management University

While the use of social media influencers (SMIs) by brands is becoming more widespread, the academic literature about SMI communication is still scarce. This is one of the first studies on SMI brand storytelling, using data mining and natural language processing to understand how SMIs tell brand sto...