The table consists of two columns: Codes (top and sublevel codes) and Definition.

Under Demographics: General background information interviewee.

1. Age: Code age.

2. Career: Description of career path.

3. Gamer (private): Does the employee play games for leisure?

4. Games played privately: What types of games does the interviewee play for leisure?

5. Primary role in company: What is the interviewee’s primary role?

6. Media literacy: What does the interviewee mention about their media literacy skills or awareness?

7. Supporting role in company: Is there a supporting role? Description of that role.

8. Since when using socials? Year.

9. Social media platforms used: 9a. Professionally, 9b. Personally: Which platforms/channels are used personally and professionally?

Under Influencer-driven communityship: How is influencer-driven communityship developed, applied, and governed?

10. Role of participants in online communities: What roles do participants play in relation to content creators? How do they interact?

10a. Role(s) of online communities’ participants: Roles mentioned by the interviewee that participants/ followers have in online influencer communities.

10b. Dealing with haters: How do the team and influencers handle hate or negative interactions?

10c. Dealing with participants in general: How does the team, the influencer, deal with participants within the online influencer communities? Are there ground rules?

11. Coping with feedback from online communities: How does the team or the influencer handle feedback that comes from the online communities (from followers)?

11a. Experiencing feedback: How does the interviewee perceive feedback from participants?

11b. Negative feedback: How does the interviewee address feedback from participants? Are there ground rules?

11c. Positive feedback and tips: How does the interviewee handle positive feedback from participants? Are there ground rules?

12. Important social media topics: Which social media topics are currently important to the interviewee?

Under Organizational communityship: How is organizational communityship developed, applied, and governed?

13. Organizational culture: How does the interviewee describe the company culture?

14. Feedback culture: How is feedback given and received among employees?

15. Learning by doing: How do employees acquire new skills or knowledge?

16. Mentoring: Who mentors whom within the organization?

17. Personal values: What are the interviewee’s personal values, and how do they influence their professional role?

18. Shaping the team: How does the interviewee contribute to team processes and values?

19. Typical day at work: What does a typical workday look like?

19a. Workflows/typical workday: Description of tasks, responsibilities, and assignments.

19b. Collaboration: Who does the interviewee work with? Description of roles and relationships.

19c. Collaboration with influencers: What aspects are important in working with content creators?

20. Important job experiences: What key experiences has the interviewee had since joining the company?