A Gender Perspective of Meaning Creation on Influencer Marketing

Xiping Shinnie, Hui Wang, Charlotte Carey

    Research output: Contribution to conferenceAbstractpeer-review


    Gender bias of entrepreneurship disadvantages women, with women entrepreneurs in the cultural creative industries in general and in the growing field of influencer marketing in particular considered as women working in the ‘feminine industries’ reproducing gender inequality at individual, organisational and industrial levels. Therefore, gendered experience of women entrepreneurs working in the influencer marketing industry provides a current and representative sample to not only comprehend but also critique gender inequality of meaning creation process. Notably, according to cultural economic trajectory model, the process of value evolution includes production, discovery and institutionalization three phrases of trajectory. Meanwhile, intersectionality theory is a feminist theoretical lens originated in Black feminism, addressing the interactions among categories of social inequality with focus on race and gender as key categories of marginalised otherness in the gendered discourse of entrepreneurship. Therefore, the overall aim of this study is to comprehend and critique the gendered meaning creation process of women entrepreneurs in the field of influencer marketing using cultural economic trajectory model from an intersectional feminism perspective through qualitative in-depth case studies. Semi-structured interviews are used to collect data, and the collected data is analysed through thematic analysis using Nvivo. Henceforth, this research is intended to make theoretical contributions by incorporating intersectional feminist perspectives to cultural economic trajectory model to comprehend and critique culture creation process in influencer marketing, with objective to critique capitalist patriarchy and to construct gender-equal social spaces.
    Original languageEnglish
    Number of pages1
    Publication statusPublished (VoR) - Jun 2024


    Dive into the research topics of 'A Gender Perspective of Meaning Creation on Influencer Marketing'. Together they form a unique fingerprint.

    Cite this