Management of the celebrities’ self-brand on social media by celebrity agencies

  • Carolina Paulo Alves (Student)

Student thesis: Master's Thesis


Social media have brought the opportunity for regular people to become famous. However, it has also given the possibility for celebrities, who were known for being actors, singers, sportsmen, among others, to have a new medium for communication to their audiences. Over the last years, regular celebrities have taken up the role of digital influencers. Celebrities as influencers have millions of people following every post about their private lives or work related. This following has allowed many celebrities to do partnerships with brands, share their daily lives, have a stronger relationship with fans but also throughout to create a self-brand online that helps distinguish themselves from the competition. Agencies of celebrity marketing have an important role in creating a brand for a celebrity. Agents aim for the biggest financial return but also help celebrities on establishing an online brand that is coherent, authentic and the audience connect with it.This dissertation is an overview of celebrities’ presence on social media, but also an analysis of how influencer marketing has renewed the way celebrities are perceived by the public and the significance that a self-brand has for its success. The study focuses on the role that agencies have in developing the celebrities’ brands, with the main research question How do agencies construct the self-brand of a celebrity on social media?. To answer this question, the study has applied two different methods: interviews with agents that work on influencer marketing and content analysis on celebrities’ social media profiles. In this dissertation it was concluded that agencies have an important role on helping celebrities evolve their identities into a self-brand and aid them on the monetization of it. Agencies create a strategy around a celebrity brand and manage it. Agencies advise celebrities in which brands should they work it and how to seem authentic and coherent. Through professional and personal contents, a celebrity defines a brand, and a strategic communication is the tool for sharing it with the public.
Date of Award12 May 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAna Jorge (Supervisor)


  • Celebrity
  • Self-brand
  • Influencer marketing
  • Agency
  • Social Media


  • Mestrado em Ciências da Comunicação

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