Branding the Self on Yelp: Consumer Review as Image Entrepreneur (8/13)

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. This study looks at Yelp as a self-branding process. The author describes “image entrepreneurship” as an important factor that facilitates authenticity and feedback on Yelp.

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