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On consuming celebrities : the case of the Kylie e-community

Hewer, P.A. and Hamilton, Kathy (2010) On consuming celebrities : the case of the Kylie e-community. Advances in Consumer Research, 38.

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Abstract

In this paper, we seek to move beyond the standard endorsement and communications approach to celebrity. Our analysis reveals that celebrities offer consumers vital dreams of survival and escape achieved through consumer to consumer exchanges in the emerging digitalscape of online fan communities. Here celebrity functions as a form of collective therapy practiced through celebrity e-forums.