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Investigating the commercial construct of TikTok influencers
  • Mathilde Hogsnes,
  • Tor-Morten Grønli,
  • Kjeld Hansen
Mathilde Hogsnes

Corresponding Author:[email protected]

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Tor-Morten Grønli
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Kjeld Hansen
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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.