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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.
Inhaltsverzeichnis
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
Über den Autor / die Autorin
Edited by Brandi Watkins - Contributions by Alisa Agozzino; Courtney A. Barclay; Kelli S. Burns; Lisa Harrison; Terri N. Hernandez; Alexa Landsberger; Jenna Lo Castro; Regina Luttrell; Ronda Mariani; Amanda R. Martinez; Kylie Torres; Adrienne A. Wallace;
Zusammenfassung
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.
