Hewer, P.A. and Hamilton, Kathy (2010) On consuming celebrities : the case of the Kylie e-community. Advances in Consumer Research, 38.
|Microsoft Word - Published Version |
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.
|Keywords:||endorsement, celebrity function, celebrity, Kylie, fan communities, Social Sciences (General), Economics and Econometrics, Applied Psychology, Marketing|
|Subjects:||Social Sciences > Social Sciences (General)|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Mrs Jan Whiteford|
|Date Deposited:||15 Oct 2010 15:09|
|Last modified:||05 Sep 2014 05:53|
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