Research Perspectives on Social Media Influencers and Brand Communication (Hardcover)

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.

General

Imprint:	Lexington Books
Country of origin:	United States
Release date:	November 2020
Editors:	Brandi Watkins
Contributors:	Alisa Agozzino • Courtney A. Barclay • Kelli S Burns • Lisa Harrison • Terri N. Hernandez • Alexa Landsberger • Jenna Lo Castro • Regina Luttrell • Ronda Mariani
Dimensions:	229 x 158 x 21mm (L x W x T)
Format:	Hardcover
Pages:	208
ISBN-13:	978-1-79361-361-5
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	1-79361-361-3
Barcode:	9781793613615

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