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Research Perspectives on Social Media Influencers and their Followers (Hardcover)
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Research Perspectives on Social Media Influencers and their Followers (Hardcover)
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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 to 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)-while the influencers have the
platform, the products, and the content, the followers are what
keep them 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.
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