Social Media + Society has just published what has been a long time work-in-progress, ‘Branding the Self on Yelp: Consumer Reviewing as Image Entrepreneurship.’
I’d started writing the article in 2012, put it away until this past March when I realised it only needed a few more day’s attention to complete. The article is a interview-based case study that examines how consumer reviewing on Yelp.com functions as a viable platform for constructing and promoting a self-brand.
It can be read for free through the open access journal, Social Media + Society.
Kathleen M. Kuehn 