Hi everyone! I need some crowd-sourced help.

After studying the Influencer industry in Singapore and Australia since 2010, this year, I will be kicking off brand new fieldwork to study the Influencer and internet celebrity industry in Scandinavia. I’ll begin in Sweden and hope to establish as many industry and academic contacts as possible for future visits. If you know of any Sweden/Scandinavia-based Influencers, Influencer talent firms, digital media agencies, social media marketing companies, people in related industries, as well as researchers who work in similar areas, could you please introduce us? I am also hoping to speak to people in the fashion industry who adopt digital marketing techniques. I will send you Pusheen stickers in kind and coffee/beer when we next meet!

Below is a brief blurb about my project and myself. Please feel free to circulate this.

Thank you so much!


Social​ ​media​ ​influencers​ ​in​ ​Swedish​ ​and​ ​Scandinavian​ ​retail​ ​by​ ​Dr Crystal​ ​Abidin

The researcher

Dr Crystal Abidin in a sociocultural anthropologist who focuses on vernacular internet cultures, particularly young people’s relationships with internet celebrity, self-curation, and vulnerability. She is most known for her work on Influencers, a multimedia form of vocational internet celebrity, and is presently working on projects in East Asia, the Asia Pacific, and Scandinavia. Crystal is Postdoctoral Fellow with the Media Management and Transformation Centre (MMTC) at Jönköping University, supported by Handelsrådet (Swedish Retail and Wholesale Development Council), and Adjunct Research Fellow with the Centre for Culture and Technology (CCAT) at Curtin University.

The project

Between July 2017 and June 2019, Crystal will work on a project funded by Handelsrådets, looking at how social media Influencers in Sweden impact the fashion retail industry. Drawing on ethnographic fieldwork comprising participant observation, personal interviews, and web archeology, Crystal will focus on innovative uses of digital media, Influencers’ branding strategies, and consumer behaviour in the Swedish fashion industry. For this project, Crystal would like to speak to Influencers, Influencer talent firms, digital media agencies, social media marketing companies, people in the creative and advertising industry, as well as researchers who work in similar areas. She is also hoping to speak to people in the fashion industry who adopt digital marketing techniques. Read some of her case studies on Influencers here.


If you would like to get in touch, please reach Crystal at wishcrys.com, crystalabidin@gmail.com, or @wishcrys. Alternatively, please feel free to pass on this information to interested parties.


Crystal was trained in the departments of Anthropology & Sociology, and Media & Communications at the University of Western Australia (UWA). She convocated in 2016, and her thesis was nominated for awards with the Association of Internet Researchers (AoIR), The Australian Sociological Association (TASA), and the Australian Anthropological Society (AAS). Prior to coming to Jönköping International Business School (JIBS) in August 2017, Crystal was Postdoctoral Fellow in Sociology at the National University of Singapore (Jul16–Jun17). A full list of affiliations is available here.

In 2018 she was named on the Forbes 30 Under 30 Asia list for Media, Marketing & Advertising, and in 2016 she was named on the 30 Top Thinkers Under 30 list by Pacific Standard Magazine. A full list of accolades is available here.

Her books include Internet Celebrity: Understanding Fame Online (2018, Emerald Publishing) and Microcelebrity Around The Globe: Approaches to Cultures of Internet Fame (Dec 2018, Emerald Publishing). She is also finishing up two full-length research books on the amateur fashion industry entitled Buymylife.com: Vernacular commerce, creation, and culture in Singapore blogshops (contracted, NIAS), and on the Influencer industry in Singapore and East Asia entitled Please Subscribe! Influencers, Social Media, and the Commodification of Everyday Life (contracted, MIT Press).

Further information

Handelsrådets grant press release here.
Academic publications here.
Press mentions here.

Participants committed to this study

Achoo (HQ Copenhagen)
Buzzador (HQ Stockholm)
Cube (HQ Stockholm)
Cure Media (HQ Stockholm)
Gorilla Media (HQ Copenhagen)
Innx (HQ Copenhagen)
Loppi (HQ Stockholm)
Myrorna (HQ Stockholm)
Nöjesguiden (HQ Stockholm)
Relatable (HQ Stockholm)
Splay (HQ Helsinki)
TheSwedishLad/Martin Arvebro (Stockholm)
United Screens (HQ Stockholm)

Fieldwork dates (updated continuously)

Aug 2017 @ Jönköping, Stockholm
Jan 2018 @ Göteborg, Jönköping, Stockholm
Feb 2018 @ Borås, Göteborg, Jönköping, Stockholm
Mar 2018 @ Borås, Göteborg, Helsinki, Jönköping
Aug 2018 @ Copenhagen
Sep 2018 @ Borås, Copenhagen, Lund, Stockholm
Oct 2018 @ Copenhagen
Jan 2019 @ Helsinki
Feb 2019 @ Oslo
Mar 2019 @ Stockholm

This page was last updated on 06 September 2018.

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