Empowerment of human brands: Brand meaning co-creation on digital engagement platforms

Digital engagement platforms empower human brands by enabling them to directly interact with various actors. Human brands, especially athlete are about outperform traditional on digital platforms. Drawing literature from branding, integrative and performativity theory, this study identifies actors analyzes their performances based a case of professional brand. We apply multi-method approach using netnography interviews gain deeper understanding brand meaning co-creation. contribute existing introducing the concept branding management brands. Additionally, we reveal three novel performance categories for co-creation Our findings extend delivering in-depth insights into as specific type This marks starting point further research