TY - JOUR
T1 - Transition of self: Repositioning the celebrity brand through social media-The case of Elizabeth Gilbert
AU - JOHNS, Raechel
AU - English, Rebecca
N1 - Publisher Copyright:
© 2015 Elsevier Inc..
PY - 2016/1
Y1 - 2016/1
N2 - Transitioning the personal brand from one representation to another is sometimes necessary, particularly within the public eye. Marketing literature regarding celebrities focuses on brand endorsement (see for example Till, 1998 or Erdogan, 1999), rather than the positioning of a celebrity brand. Furthermore, the role of social media in strengthening the celebrity brand has received limited attention in the literature outside of political marketing (see for example Crawford, 2009 and Grant, Moon and Grant, 2010). This study focuses on the brand of "Elizabeth Gilbert," author of the bestseller memoir, Eat, Pray, Love (2006). Through critical discourse analysis, the way the author has used social media to reposition her celebrity brand at the time of the launch of her new novel, 'The Signature of All Things' (2013) is examined. This study focuses on the use of social media by celebrities to strengthen the celebrity brand.
AB - Transitioning the personal brand from one representation to another is sometimes necessary, particularly within the public eye. Marketing literature regarding celebrities focuses on brand endorsement (see for example Till, 1998 or Erdogan, 1999), rather than the positioning of a celebrity brand. Furthermore, the role of social media in strengthening the celebrity brand has received limited attention in the literature outside of political marketing (see for example Crawford, 2009 and Grant, Moon and Grant, 2010). This study focuses on the brand of "Elizabeth Gilbert," author of the bestseller memoir, Eat, Pray, Love (2006). Through critical discourse analysis, the way the author has used social media to reposition her celebrity brand at the time of the launch of her new novel, 'The Signature of All Things' (2013) is examined. This study focuses on the use of social media by celebrities to strengthen the celebrity brand.
KW - Brand image
KW - Celebrity
KW - Celebrity brand
KW - Critical discourse analysis
KW - Identity
KW - Positioning
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=84947042683&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2015.07.021
DO - 10.1016/j.jbusres.2015.07.021
M3 - Article
SN - 0148-2963
VL - 69
SP - 65
EP - 72
JO - Journal of Business Research
JF - Journal of Business Research
IS - 1
ER -