The virality paradox: When platform empowerment amplifies both fame and criticism
Author Identifier (ORCID)
Abstract
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.
Keywords
case study, human brands, platform empowerment, viral diffusion
Document Type
Conference Proceeding
Date of Publication
1-1-2026
E-ISSN
26896354
Volume
PartF1
Publication Title
PACIS 2026 Proceedings
Publisher
Association for Information Systems
School
School of Business and Law
Copyright
subscription content
Recommended Citation
Au, C. H., Chou, C.-Y., & Tseng, H.-T. (2026). The virality paradox: When platform empowerment amplifies both fame and criticism. In PACIS 2026 Proceedings. Association for Information Systems. https://doi.org/