Success Stories of Micro-Celebrities: A Study of Multiple Social Networking Platforms’ Viral Content in Pakistan

Abstract

In the era of digital media, the rapid rise of social media has given birth to a new breed of celebrities known as "digital media celebrities" or "micro-celebrities." These individuals gain fame and recognition through their viral content, attracting wide spread attention and admiration. This study employs a qualitative, cross-sectional research design to explore the process of celebrification among digital media celebrities in Pakistan. The research methodology involves content analysis of various articles, focusing on the journeys of four notable personalities: Ahmed Shah, Dananeer Mobeen, Ayesha, and Arshad Khan. The findings highlight the significance of visually appealing content, catchy phrases, and humor as major factors contributing to their virality, while an examination of audience sentiments through comments sheds light on the transformative impact of viral content, elevating micro-celebrities to macro-celebrity status. Additionally, the study proposes The Viral Fame Model (VFM) on the basis of results emphasizing the importance of genuine talent and skills in sustaining long-term success and achieving the actual status of macro-celebrity in the competitive world of media and entertainment.