Nils S Borchers
Biographic Data
| ID | 354731 |
|---|---|
| NAME | Nils S Borchers |
| GIVEN NAMES | Nils S |
| FAMILY NAME | Borchers |
| SIGNATURE | BORCHERS N S |
| AFFILIATIONS | University of Tübingen |
| ORCID | 0000-0001-9600-066X |
| VERIFIED | Yes |
| TOTAL WORKS | 18 |
| TOTAL CITATIONS | 40 |
| AUTHOR COUNT | 18 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2014 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Different Shades of Cooperation: Mapping Political Parties’ Involvement With Influencers
As social media influencers receive increased attention as intermediaries in the political domain, political parties are seeking to expand their involvement with them. However, knowledge of how parties get involved with influencers remains limited. This study presents a qualitative mapping of parties’ influencer engagement, drawing on a secondary analysis of two datasets containing a combined 25 expert interviews with party communicators from Ger…
Boycotting Behavior and Reasons: An Exploratory Comparison of Finnish and German Consumers
Spaces of digital disconnection: A go-along study of dining areas, libraries, and movie theaters
This study explores how media users create and experience spaces of digital disconnection in their daily lives. Guided by spatial sociological theory and using the go-along method—where researchers accompany participants in real-world settings—we investigate three prototypical environments in which individuals often disconnect from digital devices: dining areas, libraries, and movie theaters. In line with the theoretical framework, we analyze how…
Wanted: Social media campaign support! A principal-agent study on the management of influencer collaborations by political parties in three EU countries
Purpose While corporate communicators have been quick to embrace collaboration with social media influencers, communication managers in political parties have been more hesitant. However, as it is becoming obvious that the influence of influencers extends also to the political domain, political communicators are increasingly starting to consider influencer collaborations. This study draws on principal-agent theory (PAT) to examine the reasons for…
“I had to watch the commercial. That was annoying!” Audio-observing active parental mediation of advertising
Active mediation is considered the gold standard mediation style for parents seeking to help their children cope with potentially harmful media content. However, little is known about what actually happens during active mediation episodes. In this study, we employ an interactive task on advertising formats to audio-observe parent – child interactions during active mediation episodes (n = 23 dyads). The study contributes to the body of knowledge b…
Lighting the participatory spark? The role of social media influencers in initiating political participation
The role of social media influencers is often limited to the realm of consumer behaviour. However, recently, their role in the sphere of political communication has become a new topic of interest. In this article, we focus on how political influencer content is perceived by Finnish social media users and probe the interrelations between these perceptions and political participation. A moderated mediation model was developed and tested using data …
Revisiting Audio Observations to Collect Qualitative Data During the Covid-19 Pandemic
With its physical distancing rules, the COVID-19 pandemic regulations urged researchers working in a qualitative paradigm to find pandemic-ready approaches to data collection. While many researchers turned to modern videoconferencing software, we explored an alternative route, and revisited audio observations. Audio observations replace the researcher as observer with audio recorders. Audio observations were pioneered in the 1960s, and continued …
Studying digital disconnection: A mapping review of empirical contributions to disconnection studies
As digital connectivity continues to shape society, scholarly discourses have paid increasing attention to our desires to moderate our use of, or disconnection from, digital media. Digital disconnection is being studied from a plethora of different perspectives, all of which grapple with the challenge of understanding and studying how digital media users navigate pressures to disconnect and remain connected at the same time. We contribute to the …
Why do we trust in online reviews? Integrative literature review and future research directions
Online reviews are an important information source in decision-making processes. Basing decisions on online reviews, however, requires consumers to trust. Consequently, studying trust has become a major research concern. This article provides an integrative literature review of 70 articles published between 2005 and 2021 that, using both quantitative and qualitative approaches, investigated which factors affect trust in the context of online revi…
Emily Hund. The influencer industry: The quest for authenticity on social media
The Influencer Industry: The Quest for Authenticity on Social Media, written by American media researcher Emily Hund, takes the reader on a scouting expedition into the U. S. influencer industry. Hund is a well-established author in social media influencer research, where her works on gender dynamics in the influencer industry have been particularly notable (e. g., Duffy & Hund, 2015, 2019). These works look at social media influence from a creat…
To Eat the Cake and Have It, too: How Marketers Control Influencer Conduct within a Paradigm of Letting Go
The influencer industry follows a paradigm of letting go of control, which assumes that collaborations with influencers will only be effective if marketers grant influencers substantial autonomy in their conduct. However, yielding control constitutes a risk to marketers, because influencers might act differently than desired. This article assumes that, rather than letting go of control, marketers are developing a set of control techniques that ar…
When Social Media Influencers Go Political: An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers
Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing and branding. In recent years, various influencers have addressed political issues during important political events such as elections. This political aspect of social media influencing has not received much scholarly interest thus far. In one of the…
Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective
Advertisers report avoiding collaborations with influencers who endorse a large number of brands because they fear the negative outcomes of such over-endorsements. Yet many popular influencers endorse far more than one brand. Earlier research on multiple endorsements by celebrity testimonials and their effects on both brand and endorser evaluations produced mixed results. This article investigates the consequences of multiple endorsements in an i…
Joseph Turow. The voice catchers: How marketers listen in to exploit your feelings, your privacy, and your wallet
“Voice profiling is a gateway drug to a new era of hyper-personalized targeting,” (p. 227) Joseph Turow concludes in his book The Voice Catchers: How Marketers Listen in to Exploit Your Feelings, Your Privacy, and Your Wallet. This crucial function of what Turow calls the “voice intelligence industry” explains the urgency of Turow’s most recent endeavor: a thorough examination of this industry which consists of different players, most centrally c…
Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication
Strategic social media influencer communication has become a major topic in strategic communication. However, despite the growing relevance of this new strategic communication instrument, research has paid only limited attention to elaborating its basic concepts. In this article, we adopt a strategic communication perspective to develop a conceptual framework for strategic social media influencer communication. Particularly, we draw on research f…
Social Media Influencers in Strategic Communication
In this editorial, I (1) explain why social media influencers bear relevance for strategic communication, (2) provide a brief introduction to research on social media influencers, and (3) unroll the rationale behind this Special Issue of the International Journal of Strategic Communication
Werbekommunikation: Entwurf einer kommunikationswissenschaftlichen Theorie der Werbung
Werbekommunikation: Entwurf Einer Kommunikationswissenschaftlichen Theorie der Werbung
Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication
Strategic social media influencer communication has become a major topic in strategic communication. However, despite the growing relevance of this new strategic communication instrument, research has paid only limited attention to elaborating its basic concepts. In this article, we adopt a strategic communication perspective to develop a conceptual framework for strategic social media influencer communication. Particularly, we draw on research f…
Social Media Influencers in Strategic Communication
In this editorial, I (1) explain why social media influencers bear relevance for strategic communication, (2) provide a brief introduction to research on social media influencers, and (3) unroll the rationale behind this Special Issue of the International Journal of Strategic Communication
To Eat the Cake and Have It, too: How Marketers Control Influencer Conduct within a Paradigm of Letting Go
The influencer industry follows a paradigm of letting go of control, which assumes that collaborations with influencers will only be effective if marketers grant influencers substantial autonomy in their conduct. However, yielding control constitutes a risk to marketers, because influencers might act differently than desired. This article assumes that, rather than letting go of control, marketers are developing a set of control techniques that ar…
Revisiting Audio Observations to Collect Qualitative Data During the Covid-19 Pandemic
With its physical distancing rules, the COVID-19 pandemic regulations urged researchers working in a qualitative paradigm to find pandemic-ready approaches to data collection. While many researchers turned to modern videoconferencing software, we explored an alternative route, and revisited audio observations. Audio observations replace the researcher as observer with audio recorders. Audio observations were pioneered in the 1960s, and continued …
Werbekommunikation: Entwurf einer kommunikationswissenschaftlichen Theorie der Werbung
Werbekommunikation: Entwurf Einer Kommunikationswissenschaftlichen Theorie der Werbung
Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication
Strategic social media influencer communication has become a major topic in strategic communication. However, despite the growing relevance of this new strategic communication instrument, research has paid only limited attention to elaborating its basic concepts. In this article, we adopt a strategic communication perspective to develop a conceptual framework for strategic social media influencer communication. Particularly, we draw on research f…
Social Media Influencers in Strategic Communication
In this editorial, I (1) explain why social media influencers bear relevance for strategic communication, (2) provide a brief introduction to research on social media influencers, and (3) unroll the rationale behind this Special Issue of the International Journal of Strategic Communication
When Social Media Influencers Go Political: An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers
Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing and branding. In recent years, various influencers have addressed political issues during important political events such as elections. This political aspect of social media influencing has not received much scholarly interest thus far. In one of the…
Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective
Advertisers report avoiding collaborations with influencers who endorse a large number of brands because they fear the negative outcomes of such over-endorsements. Yet many popular influencers endorse far more than one brand. Earlier research on multiple endorsements by celebrity testimonials and their effects on both brand and endorser evaluations produced mixed results. This article investigates the consequences of multiple endorsements in an i…
Joseph Turow. The voice catchers: How marketers listen in to exploit your feelings, your privacy, and your wallet
“Voice profiling is a gateway drug to a new era of hyper-personalized targeting,” (p. 227) Joseph Turow concludes in his book The Voice Catchers: How Marketers Listen in to Exploit Your Feelings, Your Privacy, and Your Wallet. This crucial function of what Turow calls the “voice intelligence industry” explains the urgency of Turow’s most recent endeavor: a thorough examination of this industry which consists of different players, most centrally c…
Why do we trust in online reviews? Integrative literature review and future research directions
Online reviews are an important information source in decision-making processes. Basing decisions on online reviews, however, requires consumers to trust. Consequently, studying trust has become a major research concern. This article provides an integrative literature review of 70 articles published between 2005 and 2021 that, using both quantitative and qualitative approaches, investigated which factors affect trust in the context of online revi…
Emily Hund. The influencer industry: The quest for authenticity on social media
The Influencer Industry: The Quest for Authenticity on Social Media, written by American media researcher Emily Hund, takes the reader on a scouting expedition into the U. S. influencer industry. Hund is a well-established author in social media influencer research, where her works on gender dynamics in the influencer industry have been particularly notable (e. g., Duffy & Hund, 2015, 2019). These works look at social media influence from a creat…
To Eat the Cake and Have It, too: How Marketers Control Influencer Conduct within a Paradigm of Letting Go
The influencer industry follows a paradigm of letting go of control, which assumes that collaborations with influencers will only be effective if marketers grant influencers substantial autonomy in their conduct. However, yielding control constitutes a risk to marketers, because influencers might act differently than desired. This article assumes that, rather than letting go of control, marketers are developing a set of control techniques that ar…
Studying digital disconnection: A mapping review of empirical contributions to disconnection studies
As digital connectivity continues to shape society, scholarly discourses have paid increasing attention to our desires to moderate our use of, or disconnection from, digital media. Digital disconnection is being studied from a plethora of different perspectives, all of which grapple with the challenge of understanding and studying how digital media users navigate pressures to disconnect and remain connected at the same time. We contribute to the …
Wanted: Social media campaign support! A principal-agent study on the management of influencer collaborations by political parties in three EU countries
Purpose While corporate communicators have been quick to embrace collaboration with social media influencers, communication managers in political parties have been more hesitant. However, as it is becoming obvious that the influence of influencers extends also to the political domain, political communicators are increasingly starting to consider influencer collaborations. This study draws on principal-agent theory (PAT) to examine the reasons for…
“I had to watch the commercial. That was annoying!” Audio-observing active parental mediation of advertising
Active mediation is considered the gold standard mediation style for parents seeking to help their children cope with potentially harmful media content. However, little is known about what actually happens during active mediation episodes. In this study, we employ an interactive task on advertising formats to audio-observe parent – child interactions during active mediation episodes (n = 23 dyads). The study contributes to the body of knowledge b…
Lighting the participatory spark? The role of social media influencers in initiating political participation
The role of social media influencers is often limited to the realm of consumer behaviour. However, recently, their role in the sphere of political communication has become a new topic of interest. In this article, we focus on how political influencer content is perceived by Finnish social media users and probe the interrelations between these perceptions and political participation. A moderated mediation model was developed and tested using data …
Revisiting Audio Observations to Collect Qualitative Data During the Covid-19 Pandemic
With its physical distancing rules, the COVID-19 pandemic regulations urged researchers working in a qualitative paradigm to find pandemic-ready approaches to data collection. While many researchers turned to modern videoconferencing software, we explored an alternative route, and revisited audio observations. Audio observations replace the researcher as observer with audio recorders. Audio observations were pioneered in the 1960s, and continued …
Different Shades of Cooperation: Mapping Political Parties’ Involvement With Influencers
As social media influencers receive increased attention as intermediaries in the political domain, political parties are seeking to expand their involvement with them. However, knowledge of how parties get involved with influencers remains limited. This study presents a qualitative mapping of parties’ influencer engagement, drawing on a secondary analysis of two datasets containing a combined 25 expert interviews with party communicators from Ger…
Boycotting Behavior and Reasons: An Exploratory Comparison of Finnish and German Consumers
Spaces of digital disconnection: A go-along study of dining areas, libraries, and movie theaters
This study explores how media users create and experience spaces of digital disconnection in their daily lives. Guided by spatial sociological theory and using the go-along method—where researchers accompany participants in real-world settings—we investigate three prototypical environments in which individuals often disconnect from digital devices: dining areas, libraries, and movie theaters. In line with the theoretical framework, we analyze how…
Influencer marketing (9 works) · Political science (9 works) · Sociology (9 works) · Social media (8 works) · Social Media and Politics (8 works) · Business (7 works) · Computer Science (7 works) · Digital Marketing and Social Media (7 works) · Gender, Feminism, and Media (6 works) · Marketing (6 works)