Document Type
Article
Publication Date
11-22-2021
Publication Title
Journal of Advertising
Volume
50
Issue
5
Pages
528-547
Publisher Name
Taylor & Francis
Publisher Location
UK
Abstract
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 landscape. Extending previous work on celebrity capital and influencer advertising, this study conceptualizes a process which we term influencer celebrification. Influencer celebrification is the process by which SMIs acquire celebrity capital within an interconnected advertising ecosystem. Empirical findings identify three types of practices in the influencer celebrification process: generative practices; collaborative practices; and evaluative practices. This study identifies the role of advertising practitioners in the influencer celebrification process and offers implications for advertising theory and practice.
Recommended Citation
Brooks, Gillian, Jenna Drenten, and Mikolaj Jan Piskorski (2021), “Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital,” Journal of Advertising, 50(5), 528-547.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Statement
© The Authors, 2021.
Included in
Communication Technology and New Media Commons, Critical and Cultural Studies Commons, Marketing Commons, Public Relations and Advertising Commons, Social Influence and Political Communication Commons, Social Media Commons
Comments
Author Posting © The Authors, 2021. This article was published open access in the Journal of Advertising, Volume 50, issue 5, Pages 528-547, November 2021, https://doi.org/10.1080/00913367.2021.1977737