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Narrative Strategies in Social Media Marketing: Case Study in First-Generation Personal Finance Advice on Instagram
Hendershot, Angie
Hendershot, Angie
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Abstract
Technology can exacerbate economic inequity through a digital divide, but digital and social media can also level the information access playing field for important decisions, such as personal finance. This study uses Social Support Theory (SST) to explore narrative strategies in Instagram personal finance content created by and targeted to first-generation college graduates. A qualitative case study examined financial advice designed for this understudied population. The content offered a strong asset-based orientation focused on the skills, abilities, and cultural wealth fellow first-generation college graduates leverage. Social support is evident through widespread use of specific emotional, informational, and appraisal support.
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These are the slides from a presentation given at AMA Winter Academic Conference on 02/14/2025.
Date
2025-02-14
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University of Kansas
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HendershotA_2025.pdf
Adobe PDF, 551.69 KB
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Keywords
First-generation, Social support, Financial well-being, Instagram, Social media