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Research Perspectives on Social Media Influencers and Brand Communication (Paperback)
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Research Perspectives on Social Media Influencers and Brand Communication (Paperback)
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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.
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