In this paper, we seek to move beyond the standard endorsement and communications approach to celebrity. Our analysis reveals that celebrities offer consumers vital dreams of survival and escape achieved through consumer to consumer exchanges in the emerging digitalscape of online fan communities. Here celebrity functions as a form of collective therapy practiced through celebrity e-forums.
|Number of pages||23|
|Journal||Advances in Consumer Research|
|Publication status||Published - 2010|
- celebrity function
- fan communities