Beyond the authenticity bind – Finstagram as an escape from the attention economy

Goode, A. , Rodner, V. and Lawlor, M. (2023) Beyond the authenticity bind – Finstagram as an escape from the attention economy. Journal of Marketing Management, 39(11-12), pp. 1071-1097. (doi: 10.1080/0267257X.2023.2255192)

Abstract

Our study examines ‘Finstagramming’ as a resistance strategy from influencers trying to circumvent the prescriptive nature and restrictive algorithm of Instagram. Without ever leaving the platform, Finstagram acts as an emancipatory outlet that enables influencers to share more intimate, less-conforming and unpolished content without jeopardis-ing the highly curated, monetizable person-brand of their main account. Through a dual-method qualitative approach of netnography and in-depth interviews, we unravel this paradox of embedded escap-ism, where influencers toggle between main and Finsta accounts in their pursuit of authenticity. Our findings reveal the porosity of these multiple digital personae and differentiated digital work taking place on the platform. We argue that Finstagram affords a momentary escape from the digital attention economy whilst remaining tethered to socially mediated authenticity markers.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Goode, Dr Amy
• Authors: Goode, A., Rodner, V., and Lawlor, M.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Marketing Management
• Journal Abbr.: JMM
• Publisher: Taylor & Francis
• ISSN: 0267-257X
• ISSN (Online): 1472-1376
• Published Online: 27 September 2023
• Copyright Holders: Copyright © 2023 The Author(s)
• First Published: First published in Journal of Marketing Management 39(11-12):1071-1097
• Publisher Policy: Reproduced under a Creative Commons licence