Hustle and Brand: The Sociotechnical Shaping of Influence (2/13)

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. This article looks at the growing industry of influencer marketing in which social media users are ranked according to measures of audience engagement and compensated for promoting products online. This study is broken into two influencer categories: the first is connected to celebrities and practices of “branding”, while the second is associated with less prominent social media users (micro-influencers) who make themselves and their willingness to work visible to marketers through practices of “hustling.”

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