Branding the Self on Yelp: Consumer Reviewing as Image Entrepreneurship
This research offers a case study of how consumer reviewing on Yelp.com is conceived by users as a viable platform for constructing and promoting a self-brand. A thematic analysis of 18 in-depth interviews conducted with Yelp reviewers examines the various practices and relations involved in the sel...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2016-11-01
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| Series: | Social Media + Society |
| Online Access: | https://doi.org/10.1177/2056305116678895 |