Paper Type
Short
Paper Number
PACIS2026-1910
Description
This research highlights the crucial dual outcomes produced by platform empowerment in the context of social media, particularly for human brands. While the viral diffusion of content facilitates enhanced visibility, it also allows for the emergence of empowered criticism, leading to complex dynamics in public perception. Using a case study of Taiwanese politician Chia-yu Kao, this study reveals how platform affordances enable simultaneous brand enhancement and damage. The findings illustrate that the same structural properties that promote viral fame are equally accessible to detractors, creating a virality paradox. By integrating empowerment theory with platform affordances, this research advances the understanding of human brands within information systems and provides a comprehensive framework for managing their identities in a digital landscape.
Recommended Citation
Au, Cheuk Hang; Chou, Chih-Yuan; and Tseng, Hsiao-Ting, "The Virality Paradox: When Platform Empowerment Amplifies Both Fame and Criticism" (2026). PACIS 2026 Proceedings. 12.
https://aisel.aisnet.org/pacis2026/isdesign_tam/isdesign_tam/12
The Virality Paradox: When Platform Empowerment Amplifies Both Fame and Criticism
This research highlights the crucial dual outcomes produced by platform empowerment in the context of social media, particularly for human brands. While the viral diffusion of content facilitates enhanced visibility, it also allows for the emergence of empowered criticism, leading to complex dynamics in public perception. Using a case study of Taiwanese politician Chia-yu Kao, this study reveals how platform affordances enable simultaneous brand enhancement and damage. The findings illustrate that the same structural properties that promote viral fame are equally accessible to detractors, creating a virality paradox. By integrating empowerment theory with platform affordances, this research advances the understanding of human brands within information systems and provides a comprehensive framework for managing their identities in a digital landscape.
Comments
13-Design