This study, which explored how commercial products and services are displayed by different influencer categories on Instagram, was motivated by the need for a more transparent picture of the commercial content consumed by followers. Drawing from an ethnographic content analysis of 3,278 Instagram posts, we found that social media influencers with a minor following had a higher number and a broader variety of commercial posts. Additionally, products and services were displayed through subtle patterns, often integrated into the influencers' lifestyles and social activities. Although social media influencers with many followers had fewer commercial posts, their display of products and services was more direct and informative. The study closes a literature gap by providing a more refined understanding of social media influencers' commercial content on Instagram. It offers managerial implications based on the societal impact of the commercial content that people consume.

<p>This paper investigates how commercial products and services are integrated into Scandinavian TikTok influencers content practices. In our preliminary results, presented in this preprint, we offer a descriptive overview of the extent to which Scandinavian TikTok influencers’ videos are commercially constructed and comment on the narratives used in their commercial videos. We conducted a netnographic content analysis of 1,390 TikTok videos posted by Scandinavian TikTok influencers. </p>

This article provides a systematic review of laws, guidelines, and best practices related to the Nordic influencer industry as of the year 2020. We highlight some nuanced differences or shortfalls across Denmark, Finland, Norway, and Sweden, and give some policy recommendations to national governments and industry in order to maintain a professional Nordic standard. The article identifies a degree of social, cultural, and economic coherence in the Nordic context that allows for the Danish, Finnish, Norwegian, and Swedish influencer industries to be viewed as a collaborative entity. It then reviews the status of income and tax procedures, and the regulation of commercial disclosures for influencers in the Nordic region. It is hoped that this research contributes to strengthening the integrity and rigour of the Nordic influencer industry to serve as a model for other regional networks of influencers.

In this preliminary research paper, we identify and characterize the current practices of top Norwegian female social influencers on Instagram. We introduce theories of social influence, consumerism, and new feminism to enlighten our discussion of how the social influencers exercise their influence. We present the results and analysis of the visual and textual content of 5,083 Instagram postings as well as supplementary online content. In our conclusion, we discuss the significance of the social influencers' negotiation of consumerism and feminism on Instagram as well as directions for future research.