Research Perspectives on Social Media Influencers and their Followers

Inbunden, Engelska, 2021

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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.

Produktinformation

Utgivningsdatum2021-03-15
Mått163 x 229 x 24 mm
Vikt549 g
FormatInbunden
SpråkEngelska
Antal sidor248
FörlagBloomsbury Publishing Plc
ISBN9781793613646

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Sociologi inom Samhälle och politik
Medievetenskap inom Samhälle och politik

AcknowledgmentsList of Figures and TablesIntroductionBrandi Watkins, Ph.D.Chapter 1: The Science of Social Media Influencer MarketingKelli S. Burns, Ph.D.Chapter 2: #FitnessGoals and Brands on Instagram: Influencers and Digital Dialogic CommunicationAlison N. Novak, Ph.D.Chapter 3: #MarketingFaith: The Megachurch Pastor as Social Media InfluencerElizabeth B. Jones, Ph.D.Sydney O. SchellerNathan VickChapter 4: Become an #AcademicInfluencer: A Blueprint for Building Bridges between the Classroom and IndustryCarolyn Kim, Ph.D., APRKaren Freberg, Ph.D.Mitchell Friedman, Ed.D., APRAmanda J. Weed, Ph.D., APRChapter 5: Social Media Influencers in Africa: An Analysis of Instagram Content and Brand Endorsements Wangari NjathiNicole M. Lee, Ph.D.Chapter 6: It’s a Whole New World: The Impact of Social Media Influencers on Type-1 Diabetics’ Attitudes About, and Behaviors Regarding, Insulin Pump TherapyCorey Jay Liberman, Ph.D.Chapter 7: You “Can’t Put Conceale

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.

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