Thematic analysis in social media influencers: who are they following and why?
Charles Alves de Castro
Abstract:The focus of this study is to holistically analyse the influence of social media influencers' content on young people's lives in Ireland. To address this main objective, this study aimed to answer the following research question: Who are the five preferred influencers that this young sample follows and what are their motives for following them? To answer this research question, this study analyzed two free-answer questions that were part of a longer questionnaire via thematic analysis using NVivo. This study's… Show more
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