Research Perspectives on Social Media Influencers and Brand Communication

Research Perspectives on Social Media Influencers and Brand Communication PDF

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.

Research Perspectives on Social Media Influencers and their Followers

Research Perspectives on Social Media Influencers and their Followers PDF

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 PDF

Author: Brandi Watkins

Publisher: Lexington Books

Published: 2022-09-15

Total Pages: 0

ISBN-13: 9781793613639

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This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the emergence of the growing legitimacy of influencer brand communication from a variety of perspectives and contexts.

Social Media Influencers in Strategic Communication

Social Media Influencers in Strategic Communication PDF

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 PDF

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 PDF

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 PDF

Author: Nicky Chang Bi

Publisher: Business Science Reference

Published: 2024-05-22

Total Pages: 0

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.

Handbook of Research on New Media Applications in Public Relations and Advertising

Handbook of Research on New Media Applications in Public Relations and Advertising PDF

Author: Esiyok, Elif

Publisher: IGI Global

Published: 2020-08-07

Total Pages: 572

ISBN-13: 1799832031

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As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.

Achieving Business Competitiveness in a Digital Environment

Achieving Business Competitiveness in a Digital Environment PDF

Author: Tereza Semerádová

Publisher: Springer Nature

Published: 2022-01-22

Total Pages: 247

ISBN-13: 3030931315

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The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.

Social Media Marketing on Instagram. Exploration of Strategic Perspectives

Social Media Marketing on Instagram. Exploration of Strategic Perspectives PDF

Author: Lisa Jessen

Publisher: GRIN Verlag

Published: 2018-06-20

Total Pages: 71

ISBN-13: 3668731543

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Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Potsdam, language: English, abstract: With 800 million users worldwide Instagram is one of the world’s leading social media platforms. The reason for the increasing relevance of Instagram is its mobile, local, social and visual character, which reflects how individuals are currently using social media and will continue to do so in the future. Instagram's combination of emotional visual content, story-telling and interaction with the community also makes it a platform that allows brands to differentiate themselves from others - to become unique in what are often very saturated markets. While Instagram is a new application and previous research focuses mainly on long established social media platforms such as Facebook, this thesis aims to explore the various strategic perspectives of successful social media marketing on Instagram by developing a theoretical frame work and presenting the practical strategies of three very different organisations in a multiple-case study design. The framework and the case studies prove that the five identified social media dimensions - content marketing, engagement marketing, influencer marketing, hashtags and Instagram advertising - are applied in practice but are adapted very individual on each organisation, its goals and its target group.