Influencers with #NoFilter: How micro-celebrities use self-branding practices on Instagram

Abstract

The growth and popularity of user-generated content has created as a new form of celebrity known as ‘micro-celebrities.’ Micro-celebrities engage in strategic self-branding practices on social media through use of self-presentation strategies to attract and maintain a fan base. The study uses a content analysis to explore how micro-celebrities use self-presentation strategies (i.e., self-promotion, affiliation, and authenticity) on Instagram. Findings reveal that self-presentation strategies vary by gender and account types of micro-celebrities. © 2023 Elsevier Ltd