Sociomaterial influence on social media: exploring sexualised practices of influencers on Instagram
基于社会影响和社会物质性理论，通过观察20位Instagram网红和15位女性深度访谈，发现性化行为是技术、社会因素共同作用的结果，技术已成为塑造网红行为的非人类权威。
Purpose Relying on social influence and sociomateriality theories, this research provides new insights about the social and material drivers relating to the sexualisation of online behaviour of social media influencers. Design/methodology/approach Using a netnographic approach, observation data were gathered from the Instagram accounts of 20 influencers dedicated to beauty and fashion. In addition, 15 in-depth interviews were conducted with women adopting sexualisation practices online. The data were analysed using an abductive strategy; all materials were coded according to thematic analysis principles. Findings The authors observe that sexualisation is a result of a complex system of social interactions encouraged and reinforced by multiple factors and actors. In particular, the authors outline the major influence of technology that has become a non-human authority defining implicit norms and shaping the beliefs and behaviours of women influencers. Originality/value In contrast to existing literature which mainly focuses on the negative consequences of sexualisation, this work sheds some light on social constructs in social media. The authors contribute to the growing literature on social media influencers. Although many works focus on their persuasiveness, this work helps to better understand the social setting, motivations and pressures that are contained in social and technological contexts.