Research Perspectives On Social Media Influencers And Brand Communication

Author : Brandi Watkins
Publisher : Lexington Books
Page : 209 pages
File Size : 41,6 Mb
Release : 2020-11-12
Category : Social Science
ISBN : 9781793613622

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Research Perspectives on Social Media Influencers and Brand Communication by Brandi Watkins Pdf

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.

Author : Brandi Watkins
Publisher : Rowman & Littlefield
Page : 249 pages
File Size : 53,9 Mb
Release : 2021-03-15
Category : Language Arts & Disciplines
ISBN : 9781793613653

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Research Perspectives on Social Media Influencers and Their Followers by Brandi Watkins Pdf

This book analyzes social media influencers and their relationship with their online followers. Each chapter represents a unique theoretical and methodological approach to examining the importance of this relationship from a variety of perspectives and contexts.

Author : Brandi Watkins
Publisher : Lexington Books
Page : 0 pages
File Size : 48,9 Mb
Release : 2022-09-15
Category : Electronic
ISBN : 179361363X

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Research Perspectives on Social Media Influencers and Brand Communication by Brandi Watkins Pdf

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.

Author : Nils S. Borchers
Publisher : Routledge
Page : 164 pages
File Size : 54,8 Mb
Release : 2021-12-21
Category : Language Arts & Disciplines
ISBN : 9781000525342

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Social Media Influencers in Strategic Communication by Nils S. Borchers Pdf

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 48,9 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 49,6 Mb
Release : 2024
Category : Electronic
ISBN : 9798369309124

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GLOBAL PERSPECTIVES ON SOCIAL MEDIA INFLUENCERS AND STRATEGIC BUSINESS. by Anonim Pdf

Author : Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
Publisher : Routledge
Page : 818 pages
File Size : 41,7 Mb
Release : 2016-07-15
Category : Business & Economics
ISBN : 9781317751571

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The Routledge Companion to Contemporary Brand Management by Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson Pdf

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Author : Reynaldo Gacho Segumpan,Joanna Soraya Abu Zahari
Publisher : Taylor & Francis
Page : 281 pages
File Size : 47,7 Mb
Release : 2022-07-29
Category : Psychology
ISBN : 9781000618549

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Mixed Methods Perspectives on Communication and Social Media Research by Reynaldo Gacho Segumpan,Joanna Soraya Abu Zahari Pdf

Mixed Methods Perspectives on Communication and Social Media Research addresses the need for a discipline-cum-methodology-tailored book that navigates the current research spectrum of communication and social media ("CommSocMed"). It examines contemporary and relevant issues that intertwine the expansive spheres of CommSocMed. Authored by professionals with extensive academic and in-depth research and industry experience, the book highlights research-based themes that mirror qualitative and quantitative methodologies vis-à-vis socio-cultural, political, educational, and organisational issues and challenges. The first two sections present the mutually interwoven disciplines of CommSocMed where research works cover a comprehensive range of designs such as narrative analysis, case study, recombinant memetics, discourse analysis, visual semiotics, ethnography, content analysis, feminist theory, descriptive-survey, descriptive-correlational, model-building/testing, experimental, and mixed methods. The third section is a concluding segment which synthesises all the scholarly contributions in this volume. This book will serve as an authoritative reference for mixed methods research in CommSocMed and will be highly relevant reading for academics, researchers, postgraduate students and undergraduates in communication (for example, instructional communication, marketing communication, organisational communication, political communication, strategic communication), social media, and social sciences.

Author : Klement Podnar
Publisher : Edward Elgar Publishing
Page : 579 pages
File Size : 45,5 Mb
Release : 2024-03-14
Category : Business & Economics
ISBN : 9781802200874

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Elgar Encyclopedia of Corporate Communication by Klement Podnar Pdf

This comprehensive Encyclopedia captures the intricacies of corporate communication, offering 87 clear, succinct definitions of important concepts within marketing, business, organizational communication and public relations followed by critical, literary analyses of significant research ventures.

Author : Lisa Jessen
Publisher : GRIN Verlag
Page : 71 pages
File Size : 52,5 Mb
Release : 2018-06-20
Category : Business & Economics
ISBN : 9783668731547

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Social Media Marketing on Instagram. Exploration of Strategic Perspectives by Lisa Jessen Pdf

Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Potsdam, language: English, abstract: With 800 million users worldwide Instagram is one of the world’s leading social media platforms. The reason for the increasing relevance of Instagram is its mobile, local, social and visual character, which reflects how individuals are currently using social media and will continue to do so in the future. Instagram's combination of emotional visual content, story-telling and interaction with the community also makes it a platform that allows brands to differentiate themselves from others - to become unique in what are often very saturated markets. While Instagram is a new application and previous research focuses mainly on long established social media platforms such as Facebook, this thesis aims to explore the various strategic perspectives of successful social media marketing on Instagram by developing a theoretical frame work and presenting the practical strategies of three very different organisations in a multiple-case study design. The framework and the case studies prove that the five identified social media dimensions - content marketing, engagement marketing, influencer marketing, hashtags and Instagram advertising - are applied in practice but are adapted very individual on each organisation, its goals and its target group.

Author : Al-Suqri, Mohammed Nasser,Alsalmi, Jamal Mattar,Al-Shaqsi, Obaid Said
Publisher : IGI Global
Page : 307 pages
File Size : 53,7 Mb
Release : 2021-12-17
Category : Social Science
ISBN : 9781799875055

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Mass Communications and the Influence of Information During Times of Crises by Al-Suqri, Mohammed Nasser,Alsalmi, Jamal Mattar,Al-Shaqsi, Obaid Said Pdf

Although global pandemics are not a new phenomenon, the COVID-19 pandemic has taken place in a very different information environment than any pandemic before it. In today’s world, information plays a critical role in all areas of life with much of this information being delivered over the internet and social media. People have access to unprecedented amounts of information from both official and unofficial sources. While these channels are beneficial for enabling authorities to obtain information necessary to manage the pandemic, there is also a higher risk of misinformation spread. Mass Communications and the Influence of Information During Times of Crises provides a comprehensive overview of research conducted into the role of information and the media during times of international crises, particularly examining the COVID-19 pandemic. This text provides a better understanding of how to use the media as a tool for managing pandemics in the event of future global health crises. Covering topics such as crisis communication, data acquisition, and social media usage, this book is a dynamic resource for government policymakers, public health authorities, information and communications specialists, researchers, graduate and post-graduate students, professors, and academicians in a wide range of both public health and information-related disciplines.

Author : Sevil Yesiloglu,Joyce Costello
Publisher : Routledge
Page : 316 pages
File Size : 42,9 Mb
Release : 2020-11-29
Category : Business & Economics
ISBN : 9781000228267

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Influencer Marketing by Sevil Yesiloglu,Joyce Costello Pdf

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.

Author : Christian Maurer,Hubert J. Siller
Publisher : BoD – Books on Demand
Page : 418 pages
File Size : 54,7 Mb
Release : 2024-03-25
Category : Business & Economics
ISBN : 9783758383113

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ISCONTOUR 2024 Tourism Research Perspectives by Christian Maurer,Hubert J. Siller Pdf

The International Student Conference in Tourism Research (ISCONTOUR) offers students a unique platform to present their research and establish a mutual knowledge transfer forum for attendees from academia, industry, government and other organisations. The annual conference, which is jointly organized by the IMC University of Applied Sciences Krems and the Management Center Innsbruck, takes place alternatively at the locations Krems and Innsbruck. The conference research chairs are Prof. (FH) Mag. Christian Maurer (University of Applied Sciences Krems) and Prof. (FH) Mag. Hubert Siller (Management Center Innsbruck). The target audience include international bachelor, master and PhD students, graduates, lecturers and professors from the field of tourism and leisure management as well as businesses and anyone interested in cutting-edge research of the conference topic areas. The proceedings of the 10th International Student Conference in Tourism Research include a wide variety of research topics, ranging from consumer behaviour, tourist experience, information and communication technologies, marketing, destination management, and sustainable tourism management.

Author : Catalina Goanta,Sofia Ranchordás
Publisher : Edward Elgar Publishing
Page : 352 pages
File Size : 53,9 Mb
Release : 2020-05-29
Category : Electronic
ISBN : 1788978277

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The Regulation of Social Media Influencers by Catalina Goanta,Sofia Ranchordás Pdf

In today's society, the power of someone's reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.Thus far, influencers have been under scrutiny for not disclosing paid advertising, yet their activity has many more questionable implications. This edited volume combines insights from law, economics, ethics and communication science to reveal these implications and propose new ways in which public bodies, social media companies and citizens ought to relate to influencer marketing. Academics and students of Law, Economics, Ethics and Communication Science will find policy making insights in this collection. In addition, The Regulation of Social Media Influencers will be essential reading for regulators.

Author : Jennifer Holt,Kevin Sanson
Publisher : Routledge
Page : 279 pages
File Size : 48,8 Mb
Release : 2013-12-04
Category : Performing Arts
ISBN : 9781135081287

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Connected Viewing by Jennifer Holt,Kevin Sanson Pdf

As patterns of media use become more integrated with mobile technologies and multiple screens, a new mode of viewer engagement has emerged in the form of connected viewing, which allows for an array of new relationships between audiences and media texts in the digital space. This exciting new collection brings together twelve original essays that critically engage with the socially-networked, multi-platform, and cloud-based world of today, examining the connected viewing phenomenon across television, film, video games, and social media. The result is a wide-ranging analysis of shifting business models, policy matters, technological infrastructure, new forms of user engagement, and other key trends affecting screen media in the digital era. Connected Viewing contextualizes the dramatic transformations taking place across both media industries and national contexts, and offers students and scholars alike a diverse set of methods and perspectives for studying this critical moment in media culture.