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Cited by 916

The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.

Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram

Abidin, Crystal·2016·Media International Australia
DOI 10.1177/1329878x16665177
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Abstract

Influencer commerce has experienced an exponential growth, resulting in new forms of digital practices among young women. Influencers are one form of microcelebrity who accumulate a following on blogs and social media through textual and visual narrations of their personal, everyday lives, upon which advertorials for products and services are premised. In Singapore, Influencers are predominantly young women whose commercial practices are most noted on Instagram. In response, everyday users are beginning to model after Influencers through tags, reposts and #OOTDs (Outfit Of The Day), unwittingly producing volumes of advertising content that is not only encouraged by Influencers and brands but also publicly utilised with little compensation. Drawing on ethnographic fieldwork among Instagram Influencers and followers in Singapore, this article investigates the visibility labour in which followers engage on follower-anchored Instagram advertorials, in an attention economy that has swiftly profited off work that is quietly creative but insidiously exploitative.

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Cited by

Metadata

Authors
Abidin, C.
Venue
Media International Australia
Publisher
SAGE Publications
Published
2016-09-26
Volume
161
Issue
1
Pages
86-100
ISSN
  • 1324-5325 (ISSN-L)
  • 1329-878X
  • 2200-467X
DOI
10.1177/1329878x16665177
OpenAlex
W2512228757
Cited by
916
References
1
FWCI
84.79
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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