Research Perspectives on Social Media Influencers and Brand Communication

Häftad, Engelska, 2022

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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.

Produktinformation

Utgivningsdatum2022-08-18
Mått152 x 227 x 13 mm
Vikt340 g
FormatHäftad
SpråkEngelska
Antal sidor208
FörlagBloomsbury Publishing Plc
ISBN9781793613639

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Reklam inom Ekonomi och ledarskap
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List of Tables and FiguresAcknowledgmentsIntroductionBrandi WatkinsChapter 1: The History of Social Media InfluencersKelli S. BurnsChapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and DisclosureAlexa Landsberger and Amanda R. MartinezChapter 3: Micro-SMI: The Beginning of a Theoretical ModelLisa HarrisonChapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across IndustriesRonda MarianiChapter 5: LushUK Goes “All In” on InfluencersAdrienne A. Wallace, Regina Luttrell, and Kylie TorresChapter 6: #OhSnap! Using Current Students as Influencers in Higher EducationAlisa AgozzinoChapter 7: Influencer-Marketing: Is it Right for Your Brand?Terri N. HernandezChapter 8: Framing the Impact of Pseudo-Influencers via Communication EthicsJenna M. Lo CastroChapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer RelationshipsCourtney A. Barclay and Kearston L. WesnerAbout

This edited collection offers thorough, multipronged approaches to understanding social media influencers. The perspectives in the 11 chapters range from science to faith and fitness to fashion across different international and ethical contexts. Editor Watkins presents a research-focused perspective more tailored to academic readers but still offers practical information in a number of fields. Books on social influence are abundant in the popular press, with many taking a more practical approach. Watkins’ compilation adds an important academic perspective to this vital new marketing sensation. Recommended. Advanced undergraduates through faculty and professionals.