Episode 23 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Dr Kathryn Murphy from Sheffield Hallam University.

In this episode we discuss:

• Kathryn's PhD charting Joe Sugg's rise from YouTube microcelebrity to mainstream star
• How his model to success could be used as a template for other influencers to follow
• The importance of authenticity, self-branding and networking 
• We ask can authenticity be performed strategically?
• And we look at the internet 'celebrification process' - Kathryn's word; not mine.

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.