Strategies for successful personal branding of celebrities on social media platforms: Involvement or information sharing?

• Published in: Psychology & marketing Vol. 39; no. 2; pp. 320 - 330
• Main Authors: Lo, Fang‐Yi, Peng, Jing‐Xiang
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Periodicals Inc 01.02.2022
• Subjects: Celebrities; Information sharing; Internet; Internet celebrity; involvement; Personal brand; social media

This study explores Internet celebrities’ personal brand development motivations and their strategies for successful personal branding practices. It divides the motivations of Internet celebrities to build their personal brands into internal and external factors as a basic framework to explore the e...