Influencers with #NoFilter: How micro-celebrities use self-branding practices on Instagram

E. Kim, C. McDonald-Liu

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

The growth and popularity of user-generated content has created as a new form of celebrity known as ‘micro-celebrities.’ Micro-celebrities engage in strategic self-branding practices on social media through use of self-presentation strategies to attract and maintain a fan base. The study uses a content analysis to explore how micro-celebrities use self-presentation strategies (i.e., self-promotion, affiliation, and authenticity) on Instagram. Findings reveal that self-presentation strategies vary by gender and account types of micro-celebrities.

Original languageEnglish
Article number107892
JournalComputers in Human Behavior
Volume148
DOIs
StatePublished - Nov 2023

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Ltd

Keywords

  • Instagram
  • Micro-celebrity
  • Self-branding
  • Self-presentation

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