The Influencer Marketing Lab

From YouTube Microcelebrity to Mainstream Star with Dr Kathryn Murphy

March 24, 2021 Scott Guthrie Episode 23
The Influencer Marketing Lab
From YouTube Microcelebrity to Mainstream Star with Dr Kathryn Murphy
Show Notes

Episode 23 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Dr Kathryn Murphy from Sheffield Hallam University.

In this episode we discuss:

  • Kathryn's PhD charting Joe Sugg's rise from YouTube microcelebrity to mainstream star
  • How his model to success could be used as a template for other influencers to follow
  • The importance of authenticity, self-branding and networking 
  • We ask can authenticity be performed strategically?
  • And we look at the internet 'celebrification process' - Kathryn's word; not mine.

Check out the Influencer Marketing Lab website for full show notes and related useful links.