Global Perspectives on Social Media Influencers and Strategic Business Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Perspectives on Social Media Influencers and Strategic Business Communication write by Bi, Nicky Chang. This book was released on 2024-05-22. Global Perspectives on Social Media Influencers and Strategic Business Communication available in PDF, EPUB and Kindle. In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere. Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. This book is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers.
Social Media Influencers in Strategic Communication
Social Media Influencers in Strategic Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Social Media Influencers in Strategic Communication write by Nils S. Borchers. This book was released on 2021-12-21. Social Media Influencers in Strategic Communication available in PDF, EPUB and Kindle. This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.
Marketing Innovation Strategies and Consumer Behavior
Marketing Innovation Strategies and Consumer Behavior - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Innovation Strategies and Consumer Behavior write by Barbosa, Belem. This book was released on 2024-04-09. Marketing Innovation Strategies and Consumer Behavior available in PDF, EPUB and Kindle. In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.
Research Perspectives on Social Media Influencers and Brand Communication
Research Perspectives on Social Media Influencers and Brand Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Research Perspectives on Social Media Influencers and Brand Communication write by Brandi Watkins. This book was released on 2020-11-12. Research Perspectives on Social Media Influencers and Brand Communication available in PDF, EPUB and Kindle. Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful.
Ethical AI and Data Management Strategies in Marketing
Ethical AI and Data Management Strategies in Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Ethical AI and Data Management Strategies in Marketing write by Saluja, Shefali. This book was released on 2024-07-18. Ethical AI and Data Management Strategies in Marketing available in PDF, EPUB and Kindle. In today's fast-paced digital world, marketers face an ever-growing challenge: effectively navigating the vast and complex data landscape while ensuring ethical practices. The explosion of digital information has created new opportunities for targeted marketing. Still, it has also raised concerns about privacy, security, and the responsible use of data. Marketers risk damaging consumer trust and facing regulatory scrutiny without a comprehensive understanding of data governance and ethical frameworks. Ethical AI and Data Management Strategies in Marketing provides a timely and comprehensive solution. This insightful guide offers practical strategies for implementing robust data governance plans that focus on eradicating isolated data repositories and adhering to ethical guidelines. These theoretical and actionable strategies give marketers the confidence to implement them effectively. By leveraging the power of artificial intelligence in marketing, marketers can enhance their understanding of the target audience and optimize content creation while maintaining ethical standards. The book delves into essential topics such as data privacy, ethical marketing, and technology ethics, providing valuable insights and practical solutions for managing data ethically in modern marketing.
