I found this really interesting ethnographic work in my research, which I found especially relevant because it combines my core interests in micro celebrity and the work discussed in our Ethnography and Virtual Worlds handbook.
In the study, the researchers look into the concept of cyber fame through the lens of virtual worlds and virtual reality. In it, they explore what it means to famous in the wildly popular MMORPG, World of Warcraft. One of their main research questions is, "what factors contribute to producing a micro-celebrity within World of Warcraft?" This is exactly the kind of question that what I want to explore: what makes someone a micro-celebrity.
http://www.diva-portal.org/smash/get/diva2:534817/FULLTEXT01.pdf