Research Perspectives on Social Media Influencers and their Followers
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A32=Carolyn Kim
A32=Corey Jay Liberman
A32=Elizabeth B. Jones
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communication
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followers
influencers and followers
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internet famous
internet personalities
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online communication
online following
online public figure
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parasocial relationships
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social media
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Product details
- ISBN 9781793613660
- Weight: 367g
- Dimensions: 153 x 230mm
- Publication Date: 22 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 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 brands online. This dynamic has paved the way for the rise of the social media influencer (SMI); a unique category of social media user who has a large platform and compelling content that attracts a number of loyal and devoted followers.. It’s the followers that make SMI relevant and appealing to brands as a marketing strategy. Contributors discuss emerging trends in research related to the SMI and their followers; as the influencer marketing industry continues to grow and evolve, they argue, so too should our understanding of the influencer-follower relationship that makes this marketing strategy successful. Each chapter of this collection presents a variety of research perspectives, questions, and methodologies that can be used to analyze this trend. Scholars of media studies, communication, technology studies, celebrity studies, marketing, and economics will find this book particularly useful.
Brandi Watkins is associate professor in the School of Communication and Digital Media at Virginia Tech.
