A cross-pollination of fame? Star athletes and influencers on Instagram

Emilio Fernández Peña*, Natividad Ramajo, Adolfo Nieto

*Corresponding author for this work

Research output: Chapter in BookChapterResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationThe Dynamics of Influencer Marketing: A Multidisciplinary Approach
Subtitle of host publicationA Multidisciplinary Approach
Place of PublicationLondon
PublisherTaylor and Francis AS
Chapter8
Pages143-164
Number of pages22
ISBN (Electronic)9781003134176
ISBN (Print)9780367678906
DOIs
Publication statusPublished - 8 Aug 2022

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