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Research Perspectives on Social Media Influencers and Brand Communication
Editors:
Publisher:
2020
Summary
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.
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Bibliographic data
Edition
1/2020
Copyright year
2020
ISBN-Print
978-1-7936-1361-5
ISBN-Online
978-1-7936-1362-2
Publisher
Lexington, Lanham
Language
English
Pages
192
Product type
Edited Book
Table of contents
ChapterPages
Dedication No access
Contents No access
List of Figures and Tables No access
Acknowledgments No access
Introduction No access
Chapter 1 The History of Social Media Influencers No access Pages 1 - 22
Chapter 2 Rising to the Top No access Pages 23 - 44
Chapter 3 Micro-SMI No access Pages 45 - 64
Chapter 4 Evaluation of Brand-Sponsored Influencers and Tactics Across Industries No access Pages 65 - 86
Chapter 5 LushUK Goes “All In” on Influencers No access Pages 87 - 108
Chapter 6 #OhSnap! Using Current Students as Influencers in Higher Education No access Pages 109 - 124
Chapter 7 Influencer Marketing No access Pages 125 - 144
Chapter 8 Framing the Impact of Pseudo-Influencers via Communication Ethics No access Pages 145 - 160
Chapter 9 Playing by the Rules No access Pages 161 - 182
Index No access Pages 183 - 188
About the Editor and Contributors No access Pages 189 - 192
