Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers

@article{Khamis2017SelfbrandingA,
  title={Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers},
  author={Susie Khamis and Lawrence Ang and Ray Welling},
  journal={Celebrity Studies},
  year={2017},
  volume={8},
  pages={191 - 208}
}
ABSTRACT The notion of self-branding has drawn myriad academic responses over the last decade. First popularised in a provocative piece published in Fast Company, self-branding has been criticised by some on theoretical, practical and ethical grounds, while others have endorsed and propelled the idea. This article considers how and why the concept of self-branding has become so prevalent. We contend that it parallels the growth of digital technology (particularly social media) embedded in the… 
Celebrity, Inc.: the self as work in the era of presentational culture online
ABSTRACT In 2010, P. David MIn 2010, P. David Marshall wrote one of the foundational texts of celebrity studies and online culture for the first issue of Celebrity Studies: ‘The promotion and
Influencer Marketing – The power of self - An explorative study about personal branding of beauty micro-influencers.
As a direct outgrowth of social media, the idea of Influencer Marketing evolved from the large numbers of regular social media users who developed a business acumen by displaying a digital image of
The social foreign correspondent: reconfiguring journalistic branding research in the age of social media
ABSTRACT Journalistic branding in the age of social media has been attracting growing academic interest. Self-branding has become an everyday routine among journalists, but the very limited
Idols of Promotion: The Triumph of Self-Branding in an Age of Precarity
By analyzing the “mass idols” (Lowenthal, 1944) of contemporary media culture, this study contributes to our understanding of popular communication, branding, and social media self-presentation. Leo
Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me”
Over the past decade, work in the cultural sector has grown evermore precarious amid heightened competition, rampant insecurity, and the individualization of risk. Despite this, social media
The role of endorsers in bringing defunct brands back to life: theory and evidence
Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the
Follow me, I’m famous: travel bloggers’ self-mediated performances of everyday exoticism
Celebrity has become common in many fields of endeavour and is increasingly manifested in the emerging form of self-mediated microcelebrity or social media Influencer. One regular tactic for both
Exploring the credibility and self-presentation of Insta micro-celebrities in influencing the purchasing decisions of Bangladeshi users
Social media has and continues to provide ordinary people ubiquitous access to influence others and in the process, achieve online celebrity status. Not surprisingly, micro-celebrities on digital
Tap ‘Follow’ #FitFam: a process of social media microcelebrity
ABSTRACT The practice of microcelebrity in social media has become part of the internet’s mainstream, and has led to the rise of influencers – trusted tastemakers in an industry niche – who are
Brand and influencer strategies in social media marketing of luxury brands in African cities
This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote
...
...

References

SHOWING 1-10 OF 77 REFERENCES
Digital work
Existing research shows that self-branding in the knowledge economy is a key promotional device for the pursuit of self-realization in a context that reifies entrepreneurialism as the main
Marketization and the Recasting of the Professional Self
Within the personal branding movement, people and their careers are marketed as brands complete with promises of performance, specialized designs, and tag lines for success. Because personal branding
`Meat, Mask, Burden`
This article will argue that the `reflexive project of the self' (Giddens) has become an explicit form of labour under post-Fordist capital in the form of `self-branding'. Here, work on the self is
“Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers
Against the backdrop of the widespread individualization of the creative workforce, various genres of social media production have emerged from the traditionally feminine domains of fashion, beauty,
Exploring Personal Branding on YouTube
Developing a personal brand in the social media world is now a rapidly growing trend. Existing literature examines how companies can utilize social media to build their brands. However, the
Confessions of a Radical Eclectic
This paper explores the contributions of autonomist Marxist theory to my understanding of reality television, self-branding and social media. Autonomist Marxist ideas help to bridge the classic media
Building self-brand connections: Exploring brand stories through a transmedia perspective
Consumers interpret their experiences with brands via narrative processing; thus the brand story has emerged as a major marketing construct. Transmedia storytelling occurs when the story elements are
The mass production of celebrity
In Understanding Celebrity, I coined the term ‘the demotic turn’ as a means of characterizing the increasing production of ‘ordinary’ celebrities through reality TV and DIY celebrity websites.
Mastering the brand: how an ‘ordinary’ cook achieved extraordinary (cookbook) success
Since 2009, Masterchef Australia has been a ratings and marketing juggernaut. Through numerous product placements and associated merchandise, it has become one of the most lucrative brands in
Personal Branding and the Commodification of Reflexivity
Reflexivity as a concept has produced theoretical debates which have explored the relationship of social actors to agency and identity. Less attention has been paid to reflexivity as a commodity,
...
...