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Research Perspectives on Social Media Influencers and Brand Communicatio
- 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.
- Brandi Watkins is associate professor in the School of Communication and Digital Media at Virginia Tech.
- List of Tables and Figures Acknowledgments Introduction Brandi Watkins Chapter 1: The History of Social Media Influencers Kelli S. Burns Chapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and Disclosure Alexa Landsberger and Amanda R. Martinez Chapter 3: Micro-SMI: The Beginning of a Theoretical Model Lisa Harrison Chapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across Industries Ronda Mariani Chapter 5: LushUK Goes "All In" on Influencers Adrienne A. Wallace, Regina Luttrell, and Kylie Torres Chapter 6: #OhSnap! Using Current Students as Influencers in Higher Education Alisa Agozzino Chapter 7: Influencer-Marketing: Is it Right for Your Brand? Terri N. Hernandez Chapter 8: Framing the Impact of Pseudo-Influencers via Communication Ethics Jenna M. Lo Castro Chapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer Relationships Courtney A. Barclay and Kearston L. Wesner About the Contributors
- This book addresses a greatly underserved area within social media studies with a desperately needed text, combining history of the influencer phenomenon, their practices, the ongoing regulatory issues, and the upcoming challenges.--Alice Audrezet, ISG International Business School
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