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Her six children (there’s son Rob, plus five daughters) harnessed their reality TV show fame and tremendous social media influence—they have a billion followers combined—to help start 15 businesses. “They’re human brands,” says Markus Wohlfeil, a marketing professor at De Montfort University in Leicester, England, who studies celebrity fandom and consumer behavior. “You [the fans] basically see them as an ideal friend, ideal mate, ideal partner. So all of the projection of your own desires [onto the Kardashians] is basically how they appear to you,” he tells Forbes, describing the connection they form with fans through their TV show and constant use of social media. “It just gives the illusion they’re very close,” he says, adding that the Kardashian brand then expands through their products. Jenner, Wohlfeil says, is like a modern-day Steve Jobs or Walt Disney. “She’s one of those people who sees individual parts and can actually put them together.”
How Kris Jenner Made The Kardashians Famous, Rich And Insanely Influential
Her six children (there’s son Rob, plus five daughters) harnessed their reality TV show fame and tremendous social media influence—they have a billion followers combined—to help start 15 businesses. “They’re human brands,” says Markus Wohlfeil, a marketing professor at De Montfort University in Leicester, England, who studies celebrity fandom and consumer behavior. “You [the fans] basically see them as an ideal friend, ideal mate, ideal partner. So all of the projection of your own desires [onto the Kardashians] is basically how they appear to you,” he tells Forbes, describing the connection they form with fans through their TV show and constant use of social media. “It just gives the illusion they’re very close,” he says, adding that the Kardashian brand then expands through their products. Jenner, Wohlfeil says, is like a modern-day Steve Jobs or Walt Disney. “She’s one of those people who sees individual parts and can actually put them together.”