Research Perspectives on Social Media Influencers and Brand Communication
Bibliographic Data
| ID | 23523447 |
|---|---|
| Editors | Brandi Watkins (0000-0001-5365-0582) |
| Year | 2020 |
| Publication date | 2020-01-01 |
| Open Access | No |
| Type | BOOK |
| Venue | Research Perspectives on Social Media Influencers and Brand Communication (SOURCE_BOOK) |
| Publisher | Lexington Books (PUBLISHER) |
| DOI | 10.5771/9781793613622 |
| OpenAlex | W3168058661 |
| ISBN | 9781793613622 |
| Language | EN |
| Citations received | 3 |
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.
Advertising · Business · Digital marketing · Influencer marketing · Marketing management · Relationship marketing · Social media · Social media marketing · World Wide Web · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Marketing · Psychology
| Citations per year | 0.6 |
|---|---|
| Citation span | 2021 - 2024 (4) |
| Highly cited | No |