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Research Perspectives on Social Media Influencers and Brand Communication by Kelli S. Burns (2022, Trade Paperback)
Rarewaves Canada (150188)
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About this product
Product Identifiers
PublisherLexington Books/Fortress Academic
ISBN-10179361363X
ISBN-139781793613639
eBay Product ID (ePID)7057268931
Product Key Features
Number of Pages208 Pages
Publication NameResearch Perspectives on Social Media Influencers and Brand Communication
LanguageEnglish
Publication Year2022
SubjectCommunication Studies, Media Studies, Advertising & Promotion
TypeTextbook
Subject AreaLanguage Arts & Disciplines, Social Science, Business & Economics
AuthorKelli S. Burns
FormatTrade Paperback
Dimensions
Item Height0.5 in
Item Weight12 Oz
Item Length8.9 in
Item Width6 in
Additional Product Features
Intended AudienceScholarly & Professional
ReviewsThis book addresses a greatly underserved area within social media studies with a desperately needed text, combining history of the influencer phenomenon, their practices, the ongoing regulatory issues, and the upcoming challenges., This book addresses a greatly underserved area within social media studies with a desperately needed text, combining history of the influencer phenomenon, their practices, the ongoing regulatory issues, and the upcoming challenges. -- Alice Audrezet, ISG International Business School, This edited collection offers thorough, multipronged approaches to understanding social media influencers. The perspectives in the 11 chapters range from science to faith and fitness to fashion across different international and ethical contexts. Editor Watkins presents a research-focused perspective more tailored to academic readers but still offers practical information in a number of fields. Books on social influence are abundant in the popular press, with many taking a more practical approach. Watkins' compilation adds an important academic perspective to this vital new marketing sensation. Recommended. Advanced undergraduates through faculty and professionals.
Dewey Edition23
IllustratedYes
Dewey Decimal658.8/72
Table Of ContentList of Tables and Figures Acknowledgments Introduction Brandi Watkins Chapter 1: The History of Social Media Influencers Kelli S. Burns Chapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and Disclosure Alexa Landsberger and Amanda R. Martinez Chapter 3: Micro-SMI: The Beginning of a Theoretical Model Lisa Harrison Chapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across Industries Ronda Mariani Chapter 5: LushUK Goes "All In" on Influencers Adrienne A. Wallace, Regina Luttrell, and Kylie Torres Chapter 6: #OhSnap! Using Current Students as Influencers in Higher Education Alisa Agozzino Chapter 7: Influencer-Marketing: Is it Right for Your Brand? Terri N. Hernandez Chapter 8: Framing the Impact of Pseudo-Influencers via Communication Ethics Jenna M. Lo Castro Chapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer Relationships Courtney A. Barclay and Kearston L. Wesner About the Contributors
SynopsisThis 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., 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.
LC Classification NumberHF5415.1265
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