Instagram is widely known and used as a social media application for visual content. In order to categorize and describe their posted content as well as to make it retrievable, users can assign hashtags to each posting. What kind of hashtags do female and male Instagram users assign to their picture postings? Which differences and similarities exist? This study analyzes gender-specific image tagging behavior on Instagram.
Influencer marketing represents a $10 billion industry in 2020 and is becoming of increasing relevance for many firms, especially those operating in a business- to-consumer environment.