TY - CHAP
T1 - A cross-pollination of fame?
T2 - Star athletes and influencers on Instagram
AU - Peña, Emilio Fernández
AU - Ramajo, Natividad
AU - Nieto, Adolfo
N1 - This work was supported by the Ministry of Economy and Competitiveness of Spain for the CSO2015-69289-R project and the predoctoral grant BES-2016-078978 associated with it.
PY - 2022/8/8
Y1 - 2022/8/8
N2 - This work focuses on sports stars and fashion Instagrammers and establishes a theoretical discussion about notions such as system and complexity, the logic of the new or the concept of fame, as well as cross-pollination and engagement on social media. It is within the realm of their private lives and of brand promotion that the worlds of athletes and fashion Instagrammers converge. The meritocracy of muscle and effort and the aristocracy of beauty therefore meet. The engagement generated by personal content, such as photos of them with their families or funny videos arising from once private situations, is higher than that of any other type of content. The concept of cross-pollination, which operates in companies and institutions such as the NBA or the Olympic Channel, does not occur in the case of sports personalities, and is observed only very marginally among the fashion Instagrammers.
AB - This work focuses on sports stars and fashion Instagrammers and establishes a theoretical discussion about notions such as system and complexity, the logic of the new or the concept of fame, as well as cross-pollination and engagement on social media. It is within the realm of their private lives and of brand promotion that the worlds of athletes and fashion Instagrammers converge. The meritocracy of muscle and effort and the aristocracy of beauty therefore meet. The engagement generated by personal content, such as photos of them with their families or funny videos arising from once private situations, is higher than that of any other type of content. The concept of cross-pollination, which operates in companies and institutions such as the NBA or the Olympic Channel, does not occur in the case of sports personalities, and is observed only very marginally among the fashion Instagrammers.
UR - http://www.scopus.com/inward/record.url?scp=85138056977&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/5d6a916b-ea50-3878-842f-284835fc2eb0/
U2 - 10.4324/9781003134176-9
DO - 10.4324/9781003134176-9
M3 - Chapter
AN - SCOPUS:85138056977
SN - 9780367678906
SP - 143
EP - 164
BT - The Dynamics of Influencer Marketing: A Multidisciplinary Approach
A2 - Alvarez Monzoncillo, José Maria
CY - London
ER -