Pay attention, please! Person brand building in organized online attention economies

Individuals increasingly seek to establish person brands on digital platforms that create organized online attention economies, which bring together attention seekers and audiences. While prior research has taught us much about how individuals develop person brands, there is limited guidance on how...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2021-03, Vol.49 (2), p.258-279
Main Authors: Smith, Andrew N., Fischer, Eileen
Format: Article
Language:English
Subjects:
Analysis
Audience participation
Brand identity
Brand name products
Brands
Business and Management
Internet
Marketing
Methods
Original Empirical Research
Social networks
Social Sciences
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Summary:Individuals increasingly seek to establish person brands on digital platforms that create organized online attention economies, which bring together attention seekers and audiences. While prior research has taught us much about how individuals develop person brands, there is limited guidance on how they attract and retain engaged attention (that is, attention that includes interaction) on such platforms. Through an inductive analysis of qualitative data obtained from a digital platform on which more than 16,000 authors compete for the attention of more than 13 million audience members, we develop theory regarding the iterative process by which person brands attract engaged attention in such online attention economies. Our paper offers practical insights to those seeking to attract attention and increase audience engagement online, as well as guidance to marketers and platform managers interested in taking advantage of this phenomenon.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-020-00736-0