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

Emilio Fernández Peña*, Natividad Ramajo, Adolfo Nieto

*Autor correspondiente de este trabajo

Producción científica: Capítulo del libroCapítuloInvestigaciónrevisión exhaustiva

Resumen

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.
Idioma originalInglés
Título de la publicación alojadaThe Dynamics of Influencer Marketing: A Multidisciplinary Approach
Subtítulo de la publicación alojadaA Multidisciplinary Approach
EditoresJosé Maria Alvarez Monzoncillo
Lugar de publicaciónLondon
Capítulo8
Páginas143-164
Número de páginas22
ISBN (versión digital)9781003134176
DOI
EstadoPublicada - 8 ago 2022

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