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Social Media Influencers in Strategic Communication (Hardcover)
Loot Price: R4,132
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Social Media Influencers in Strategic Communication (Hardcover)
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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.
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