Research Perspectives on Social Media Influencers and Brand Communication
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A32=Alexa Landsberger
A32=Alisa Agozzino
A32=Courtney A. Barclay
A32=Jenna Lo Castro
A32=Kelli S. Burns
A32=Lisa Harrison
A32=Regina Luttrell
A32=Ronda Mariani
A32=Terri N. Hernandez
advertising
Age Group_Uncategorized
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B01=Brandi Watkins
brand communication
branding
Category1=Non-Fiction
Category=GTC
Category=JBCT
Category=JFD
Category=KJSA
communication
COP=United States
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
influencer marketing
influencers
Language_English
marketing
PA=Available
Price_€20 to €50
PS=Active
social media
social media influencers
social media marketing
softlaunch
Product details
- ISBN 9781793613639
- Weight: 340g
- Dimensions: 152 x 227mm
- Publication Date: 18 Aug 2022
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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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.
Brandi Watkins is associate professor in the School of Communication and Digital Media at Virginia Tech.
