Finally, how this follows similar ‘networked’ displays of other reality-based celebrities and argues for the inclusion of the term ‘applied’ celebrity as a means to understand their practices, performances and purposes. Secondly, how performances across social media create sophisticated ‘repressive ambiences’ for audiences, which perpetuate consumerism as liberation through deliberately fostering parasociality with audiences and directives to emulate. Firstly, that what began as a ‘prosumer’ activity in the 2000s is now a professionalised and commercialised group production practice and while microcelebrities are portrayed as symbols of individualised emancipation – building fame on their own terms and challenging the cultural hegemony of corporate media – they now work within the mainstream. Through statistical and qualitative examination of the practices and reach of the top 20 ‘digital first talents’ represented by UK-based agency Gleam Futures and then focused analysis of the Instagram accounts of power couple Zoe Sugg and Alfie Deyes, this article offers three key ways we might ‘rethink’ microcelebrity. Since Terri Senft coined the term ‘microcelebrity’ a decade ago, it has become a key focus for studies of digital celebrity, describing both the ‘bottom up’ production practices of potentially billions of ‘ordinary’ people on social networks sites, and a new category for the famous. The paper discusses theoretical implications for the marketing literature on celebrity endorsements. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator.Ī randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence.
Tribefinder illustrates the importance of adopting a new lens for studying virtual tribes, which is crucial for firms to properly design their marketing strategy, and for scholars to extend prior marketing research. In addition, we discuss the different characteristics of each identified tribe, in terms of use of language and social interaction metrics. To show the potential of this instrument, we provide an example considering three specific tribal macro-categories: alternative realities, lifestyle, and recreation. Towards this aim, this paper presents Tribefinder, a system to reveal Twitter users' tribal affiliations, by analyzing their tweets and language use. However, there are no automatic tools for identifying and studying the characteristics of these virtual tribes. The groups of users expressing themselves on the Internet about a particular topic, product, or brand are frequently called a virtual tribe or E-tribe. Internet and social media offer firms novel ways of managing their marketing strategy and gain competitive advantage.
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