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The expertise of financial influencers and strategies of calibration towards monetisation

ANDREAS GREGERSEN

ANDREAS GREGERSEN

Department of Communication, University of CopenhagenDenmark
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GREGERSEN, ANDREAS
 y 
JACOB ØRMEN

JACOB ØRMEN

Department of Communication, University of CopenhagenDenmark
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ØRMEN, JACOB
  
19 may 2025
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Publicado en línea: 19 may 2025
Páginas: 37 - 56
DOI: https://doi.org/10.2478/njms-2025-0003
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© 2025 ANDREAS GREGERSEN et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Promotion of financial platform using influencer classic strategy by hello_sofie Comments: Overlay text translation: “Get your pension in order in less than 90 seconds” Source: Lindquist, 2024
Promotion of financial platform using influencer classic strategy by hello_sofie Comments: Overlay text translation: “Get your pension in order in less than 90 seconds” Source: Lindquist, 2024

Figure 2

Female Invest’s strategy of emphasising financial learning and community Source: Female Invest (www.femaleinvest.com/)
Female Invest’s strategy of emphasising financial learning and community Source: Female Invest (www.femaleinvest.com/)

Figure 3

Presentation of Jeppe Kirk Bonde Comments: The presentations of Jeppe Kirk Bonde are emphasising market performance and credentials on his website (left) and Quarterly Investor Update on eToro (right). Source: Bonde Invest, 2019 (retrieved December 1, 2024, from eToro.com)
Presentation of Jeppe Kirk Bonde Comments: The presentations of Jeppe Kirk Bonde are emphasising market performance and credentials on his website (left) and Quarterly Investor Update on eToro (right). Source: Bonde Invest, 2019 (retrieved December 1, 2024, from eToro.com)

Figure 4

Examples of recruitment posts from an investment MLM operation
Examples of recruitment posts from an investment MLM operation

Summary of configurations

Influencer classic Academy operator Platformised trader Veiled promoter
Examples Hello_sofie Female_invest Jeppe Kirk Bonde MLMs (e.g., iGenius, IM Academy, Be.club)
Ungeinvestorer Danielspengetips SES Trading
Pengemette Moneymum CPH Trading Academy
Audience members as… Followers Customers and longer-term clients Co-investors and copy-traders Resources / Investors
Primary monetisation mechanism Influencer marketing (ads, sponsorships) Own products and services off platform Partnership with investment platform Recruiting into pyramid scheme or MLM organisation
Primary domain of expertise Everyday life Investment and everyday finance Trading with assets Marketing and personal sales
Idioma:
Inglés
Calendario de la edición:
1 veces al año
Temas de la revista:
Ciencias sociales, Ciencias de la comunicación, Comunicación de masas, Comunicación pública y política, Comunicación visual
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