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

  title={Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers},
  author={Susie Khamis and Lawrence Ang and Ray Welling},
  journal={Celebrity Studies},
  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… Expand
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