Once the internet heralded in Web 2.0 and the focus became on connecting people with “the architecture of participation” (Arya & Mishra, 2012, p. 28), online communities began to form as individuals networked with each other. Within these communities, leaders emerged, and then these leaders become the nucleus from which new communities formed. These leaders often take the form of online personalities, and the influence they have over their communities of fans is substantial. This leads to Read more [...]