Abstract
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.