Document Type

Article

Publication Date

11-22-2021

Publication Title

Journal of Advertising

Volume

50

Issue

5

Pages

528-547

Publisher Name

Taylor & Francis Group

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.

Identifier

1557-7805

Comments

Author Posting © The Author(s), 2021. The article was published open access in Journal of Advertising, VOL.50, ISS.5, (November 22, 2021), http://dx.doi.org/10.1080/00913367.2021.1977737

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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