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Edited Book No access
Research Perspectives on Social Media Influencers and Their Followers
Editors:
Publisher:
2021
Summary
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.
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Bibliographic data
Copyright year
2021
ISBN-Print
978-1-7936-1364-6
ISBN-Online
978-1-7936-1365-3
Publisher
Lexington, Lanham
Language
English
Pages
236
Product type
Edited Book
Table of contents
ChapterPages
Contents No access
Acknowledgments No access
List of Figures and Tables No access
Introduction No access Pages 1 - 6
Chapter 1 The Science of Social Media Influencer Marketing No access Pages 7 - 28
Chapter 2 #FitnessGoals and Brands on Instagram No access Pages 29 - 50
Chapter 3 #MarketingFaith No access Pages 51 - 72
Chapter 4 Become an #AcademicInfluencer No access Pages 73 - 90
Chapter 5 Social Media Influencers in Africa No access Pages 91 - 110
Chapter 6 It’s a Whole New World No access Pages 111 - 128
Chapter 7 You “Can’t Put Concealer on This One” No access Pages 129 - 150
Chapter 8 Ethical Responsibilities for Social Media Influencers No access Pages 151 - 166
Chapter 9 The Case of Dina Tokio No access Pages 167 - 182
Chapter 10 Connecting via Social Media for Weight Loss No access Pages 183 - 204
Chapter 11 Influenced by My Lifestyle Net Idols (#Contentcreators) No access Pages 205 - 224
Index No access Pages 225 - 230
About the Editor and Contributors No access Pages 231 - 236
