Brandi Watkins
Biographic Data
| ID | 9080446 |
|---|---|
| NAME | Brandi Watkins |
| GIVEN NAMES | Brandi |
| FAMILY NAME | Watkins |
| SIGNATURE | WATKINS B |
| AFFILIATIONS | Virginia Tech |
| ORCID | 0000-0001-5365-0582 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 2 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
“Time to fire everyone who walked off the job today”
Purpose This study analyzed how online publics advanced three disparate issue-oriented narratives during #NetflixWalkout. Drawing on social identity theory, antecedents/consequences of identification, rhetorical identification strategies and collective action, tweets from each narrative were dissected to determine how publics used communicative actions to signal identification and advance their respective issue-oriented narrative. Design/methodol…
I want to work there
Purpose This study examined Instagram content shared by public relations (PR) agencies, through the sensitizing framework of organizational identity theory, to determine what messages related to organizational identity, culture and image were communicated to external audiences. This study highlights the various ways that Instagram can be used for strategic organizational communication. Design/methodology/approach A qualitative, thematic analysis …
Research Perspectives on Social Media Influencers and Their Followers
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 …
Research Perspectives on Social Media Influencers and Brand Communication
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 soc…
No prominent works on this page.
Research Perspectives on Social Media Influencers and Brand Communication
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 soc…
Research Perspectives on Social Media Influencers and Their Followers
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 …
I want to work there
Purpose This study examined Instagram content shared by public relations (PR) agencies, through the sensitizing framework of organizational identity theory, to determine what messages related to organizational identity, culture and image were communicated to external audiences. This study highlights the various ways that Instagram can be used for strategic organizational communication. Design/methodology/approach A qualitative, thematic analysis …
“Time to fire everyone who walked off the job today”
Purpose This study analyzed how online publics advanced three disparate issue-oriented narratives during #NetflixWalkout. Drawing on social identity theory, antecedents/consequences of identification, rhetorical identification strategies and collective action, tweets from each narrative were dissected to determine how publics used communicative actions to signal identification and advance their respective issue-oriented narrative. Design/methodol…
Business (2 works) · Computer Science (2 works) · Impact of Technology on Adolescents (2 works) · Influencer marketing (2 works) · Marketing (2 works) · Psychology (2 works) · Public Relations and Crisis Communication (2 works) · Social identity theory (2 works) · Social media (2 works) · Sociology (2 works)