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This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. It tackles strategic influencer communication from multi-disciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods.
Inhaltsverzeichnis
1. Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication 2. The Commercialization of Social Media Stars: A Literature Review and Conceptual Framework on the Strategic Use of Social Media Influencers 3. Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements 4. Live Streamers on Twitch.tv as Social Media Influencers: Chances and Challenges for Strategic Communication 5. A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication 6. Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
Über den Autor / die Autorin
Nils S. Borchers is Research Associate at the Institute of Media Studies, Universität Tübingen, Germany. He is the speaker of the Advertising Communication Division in the German Communication Association DGPuK and former YECREA young scholars' representative in the Working Group Advertising Research in the European Communication Research and Education Association (ECREA).
Zusammenfassung
This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. It tackles strategic influencer communication from multi-disciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods.
