Year: 2026
Type: article
Abstract: This research highlights the crucial dual outcomes produced by platform empowerment in the context of social media, particularly for human brands. While the viral diffusion of content facilitates enhanced visibility, it also allows for the emergence of empowered criticism, leading to complex dynamics in public perception. Using a case study of Taiwanese politician Chia-yu Kao, this study reveals how platform affordances enable simultaneous brand enhancement and damage. The findings illustrate that the same structural properties that promote viral fame are equally accessible to detractors, creating a virality paradox. By integrating empowerment theory with platform affordances, this research advances the understanding of human brands within information systems and provides a comprehensive framework for managing their identities in a digital landscape.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7164775510