“…This diversity in cross-disciplinary interest in microcelebrity cultures has meant that scholars are looking at cultures of use across a variety of platforms. This includes early use devices and platforms such as webcams (i.e., Bailey, 2009;Senft, 2008) and blogs (i.e., Abidin, 2015a;Bakke, 2017;Hopkins, 2019;Mcrae, 2017), and commercial enterprises such as blogshops (i.e., Abidin & Thompson, 2012) and e-commerce websites (i.e., Chen, Benbasat, & Cenfetelli, 2017). Given their vast use around the world, Silicon Valley social networking sites are also popular areas of study and include Facebook (i.e., Jin, 2018;Mota, 2016;Vochocová, 2018), Instagram (i.e., Abidin, 2014aAbidin, , 2015bAbidin, , 2016aAbidin, , 2016bMarwick, 2015;Neal, 2017), Twitter (i.e., Bennett & Thomas, 2014;Chandawarkar et al, 2018;Trice & Potts, 2018), and YouTube (i.e., Arthurs et al, 2018;Ashton & Patel, 2017;Bakioglu, 2016;Bishop, 2018;Boxman-Shabtai, 2018;Brydges & Sjöholm, 2018;Ferchaud et al, 2018;García-Rapp, 2016;Jerslev, 2016;Johnston, 2016;Lovelock, 2016;Mardon et al, 2018;Meylinda, 2017;Mustonen, 2017;Sedláček, 2016;Smith, 2017;Tolson, 2010).…”