Social media ecology in an influencer group A closer look at Chat (Fiji) as a case study

Abstract

Social media use in Fiji has expanded in recent years and has become a ubiquitous feature in wider society. Social media ecology focuses and examines the dimensions of an online environment and its interplay with human experiences in user engagement. These dimensions with human experiences in user engagement can provide an insight into how influential social media groups can become in shaping discourses and views. To examine and discuss the social media ecology of an influencer group, the article details one of Fiji’s largest and most influential online groups. To do this, the paper uses digital ethnography, supplemented with social media analytics. This study provides key findings in the social media ecology of influencer groups and online behavior. These findings may have implications for further research in media, citizen journalism, viral content creation and online political campaigning.