Home » Social Media Influencers in Strategic Communication
Product Image

Social Media Influencers in Strategic Communication

€192.20
Quantity:
In stock with our UK publisher. 14-28 days
Delivery/Collection within 10-20 working days
14 days return policy Shipping & Delivery
Advertising Disclosure
audience engagement strategies
authenticity in endorsements
Authenticity Perception
Category=JBCC
Category=JBCT
Celebrity Endorsement
Celebrity Endorsement Literature
crisis communication management
digital influencer marketing
eq_bestseller
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
General Celebrities
Image Repair
Image Repair Theory
influencer collaboration research methods
Influencer Marketing
Literature Review
Lower Brand Attitudes
Negative Priming
News Sentiment
online community dynamics
PR Objective
Purchase Intentions
qualitative content analysis
SMIs
Social Media Inactives
Sponsor Disclosure
Sponsored Photos
Strategic Action Field
Strategic Communication
Strategic Communication Perspective
Strategic Communication Practitioners
Strategic Communication Researchers
Theory Driven Content Analysis
Van Reijmersdal

Product details

  • ISBN 9781032019802
  • Weight: 453g
  • Dimensions: 178 x 254mm
  • Publication Date: 22 Dec 2021
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
Secure checkout Fast Shipping Easy returns
Description

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.
About

Nils S. Borchers is Research Associate at the Institute of Media Studies, Universität Tübingen, Germany. He is the speaker of the Advertising Communication Division in the German Communication Association DGPuK and former YECREA young scholars’ representative in the Working Group Advertising Research in the European Communication Research and Education Association (ECREA).