Research Perspectives on Social Media Influencers and their Followers - 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 their Followers write by Brandi Watkins. This book was released on 2021-03-15. Research Perspectives on Social Media Influencers and their Followers available in PDF, EPUB and Kindle. Research Perspectives on Social Media Influencers and their Followers argues that the brands that find the most success on social media are the ones that acknowledge the real key to social media marketing—it’s all about the followers. This collection, edited by Brandi Watkins, explores how social media has shifted power dynamics away from brands and toward the consumers themselves—the social media users who choose to like, share, and engage with brands online. This dynamic has paved the way for the rise of the social media influencer (SMI); a unique category of social media user who has a large platform and compelling content that attracts a number of loyal and devoted followers.. It’s the followers that make SMI relevant and appealing to brands as a marketing strategy. Contributors discuss emerging trends in research related to the SMI and their followers; as the influencer marketing industry continues to grow and evolve, they argue, so too should our understanding of the influencer-follower relationship that makes this marketing strategy successful. Each chapter of this collection presents a variety of research perspectives, questions, and methodologies that can be used to analyze this trend. Scholars of media studies, communication, technology studies, celebrity studies, marketing, and economics will find this book particularly useful.
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.
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 2022-09-15. Research Perspectives on Social Media Influencers and Brand Communication available in PDF, EPUB and Kindle. This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the emergence of the growing legitimacy of influencer brand communication from a variety of perspectives and contexts.
Global Perspectives on Social Media Influencers and Strategic Business Communication
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.
