Research Perspectives on Social Media Influencers and their Followers
Research Perspectives on Social Media Influencers and their Followers

Author: Brandi Watkins

Publisher: Rowman & Littlefield

Published: 2021-03-15

Total Pages: 249

ISBN-13: 1793613656

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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.

Research Perspectives on Social Media Influencers and Brand Communication
Research Perspectives on Social Media Influencers and Brand Communication

Author: Brandi Watkins

Publisher: Rowman & Littlefield

Published: 2020-11-12

Total Pages: 209

ISBN-13: 1793613621

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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.

Social Media Influencers in Strategic Communication
Social Media Influencers in Strategic Communication

Author: Nils S. Borchers

Publisher: Routledge

Published: 2021-12-21

Total Pages: 164

ISBN-13: 1000525341

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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.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The Routledge Companion to Contemporary Brand Management
The Routledge Companion to Contemporary Brand Management

Author: Francesca Dall'Olmo Riley

Publisher: Routledge

Published: 2016-07-15

Total Pages: 818

ISBN-13: 1317751574

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The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Global Perspectives on Social Media Influencers and Strategic Business Communication
Global Perspectives on Social Media Influencers and Strategic Business Communication

Author: Bi, Nicky Chang

Publisher: IGI Global

Published: 2024-05-22

Total Pages: 451

ISBN-13:

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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.

Mixed Methods Perspectives on Communication and Social Media Research
Mixed Methods Perspectives on Communication and Social Media Research

Author: Reynaldo Gacho Segumpan

Publisher: Taylor & Francis

Published: 2022-07-29

Total Pages: 281

ISBN-13: 1000618544

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Mixed Methods Perspectives on Communication and Social Media Research addresses the need for a discipline-cum-methodology-tailored book that navigates the current research spectrum of communication and social media ("CommSocMed"). It examines contemporary and relevant issues that intertwine the expansive spheres of CommSocMed. Authored by professionals with extensive academic and in-depth research and industry experience, the book highlights research-based themes that mirror qualitative and quantitative methodologies vis-à-vis socio-cultural, political, educational, and organisational issues and challenges. The first two sections present the mutually interwoven disciplines of CommSocMed where research works cover a comprehensive range of designs such as narrative analysis, case study, recombinant memetics, discourse analysis, visual semiotics, ethnography, content analysis, feminist theory, descriptive-survey, descriptive-correlational, model-building/testing, experimental, and mixed methods. The third section is a concluding segment which synthesises all the scholarly contributions in this volume. This book will serve as an authoritative reference for mixed methods research in CommSocMed and will be highly relevant reading for academics, researchers, postgraduate students and undergraduates in communication (for example, instructional communication, marketing communication, organisational communication, political communication, strategic communication), social media, and social sciences.

Mass Communications and the Influence of Information During Times of Crises
Mass Communications and the Influence of Information During Times of Crises

Author: Al-Suqri, Mohammed Nasser

Publisher: IGI Global

Published: 2021-12-17

Total Pages: 307

ISBN-13: 1799875059

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Although global pandemics are not a new phenomenon, the COVID-19 pandemic has taken place in a very different information environment than any pandemic before it. In today’s world, information plays a critical role in all areas of life with much of this information being delivered over the internet and social media. People have access to unprecedented amounts of information from both official and unofficial sources. While these channels are beneficial for enabling authorities to obtain information necessary to manage the pandemic, there is also a higher risk of misinformation spread. Mass Communications and the Influence of Information During Times of Crises provides a comprehensive overview of research conducted into the role of information and the media during times of international crises, particularly examining the COVID-19 pandemic. This text provides a better understanding of how to use the media as a tool for managing pandemics in the event of future global health crises. Covering topics such as crisis communication, data acquisition, and social media usage, this book is a dynamic resource for government policymakers, public health authorities, information and communications specialists, researchers, graduate and post-graduate students, professors, and academicians in a wide range of both public health and information-related disciplines.

The Regulation of Social Media Influencers
The Regulation of Social Media Influencers

Author: Catalina Goanta

Publisher: Edward Elgar Publishing

Published: 2020-05-29

Total Pages: 341

ISBN-13: 1788978285

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In today’s society, the power of someone’s reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.

Attraction of Knowledge Celebrities
Attraction of Knowledge Celebrities

Author: Xiaoyu Chen

Publisher: Taylor & Francis

Published: 2024-01-23

Total Pages: 153

ISBN-13: 100383034X

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This book examines the phenomenon of knowledge celebrities, an emerging group of social media influencers who produce and sell knowledge products online. Its primary goal is to investigate the reasons and strategies behind their ability to attract users and persuade them to purchase knowledge products on digital platforms. With the increasing demand for high-quality content from online users, various platforms have emerged as pay-for-knowledge platforms, allowing knowledge celebrities to monetize their expertise. This book draws on theoretical frameworks from information science, communication, and management to provide insights into this phenomenon and to examine the practices and individuals involved. Building on existing scholarship and analyzing case studies in China, this book presents the background, basic concepts, and understanding of knowledge celebrities. It then explores the three key factors that contribute to the attractiveness of knowledge celebrities, as well as the motivations and mechanisms behind pay-for-knowledge practices. Finally, the book offers a glimpse into the future landscape of knowledge celebrities and pay-for-knowledge platforms. The book will be valuable to scholars, students, and practitioners in information, communication, and media studies. In particular, it will appeal to those interested in topics such as knowledge celebrities, the creator economy, and knowledge management.