Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna M. Drenten, Mikolaj Jan Piskorski
Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna M. Drenten, Mikolaj Jan Piskorski
School of Business: Faculty Publications and Other Works
The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …