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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 …
Visual Storytelling And Vulnerable Healthcare Consumers: Normalising Practices And Social Support Through Instagram, Lauren Gurrieri, Jenna M. Drenten
Visual Storytelling And Vulnerable Healthcare Consumers: Normalising Practices And Social Support Through Instagram, Lauren Gurrieri, Jenna M. Drenten
School of Business: Faculty Publications and Other Works
Purpose: The purpose of this study is to explore how vulnerable healthcare consumers foster social support through visual storytelling in social media in navigating healthcare consumption experiences. Design/methodology/approach: This study employs a dual qualitative approach of visual and textual analysis of 180 Instagram posts from female breast cancer patients and survivors who use the platform to narrate their healthcare consumption experiences. Findings: Our research demonstrates how visual storytelling on social media normalises hidden aspects of healthcare consumption experiences through healthcare disclosures (procedural, corporeal, recovery), normalising practices (providing learning resources, cohering the illness experience, problematising mainstream recovery narratives) and enabling digital …
Crossing The #Bikinibridge: Exploring The Role Of Social Media In Propagating Body Image Trends, Jenna M. Drenten, Lauren Gurrieri
Crossing The #Bikinibridge: Exploring The Role Of Social Media In Propagating Body Image Trends, Jenna M. Drenten, Lauren Gurrieri
School of Business: Faculty Publications and Other Works
A book chapter written by Jenna Drenten and Lauren Gurrieri for The Dark Side of Social Media: A Consumer Psychology Perspective (2017).