Problematizing the Megaphone: the Very Difficult Journey to Becoming an Influencer

We redress our phenomenological understanding of what it takes to become an influencer. Rather than a straightforward, meritocratic journey, we show how the road to becoming an influencer is replete with struggles, which leads many to abandon their project. We discuss implications for work on consumer involvement and influencers.


Thanh Nguyen and Pierre-Yann Dolbec (2020) ,"Problematizing the Megaphone: the Very Difficult Journey to Becoming an Influencer", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 874-879.


Thanh Nguyen, Concordia University, Canada
Pierre-Yann Dolbec, Concordia University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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