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The Alyse Diaries - Curious (Hardcover): Brandi Watkins, B. Danielle Watkins The Alyse Diaries - Curious (Hardcover)
Brandi Watkins, B. Danielle Watkins
R681 Discovery Miles 6 810 Ships in 12 - 17 working days
Research Perspectives on Social Media Influencers and their Followers (Paperback): Brandi Watkins Research Perspectives on Social Media Influencers and their Followers (Paperback)
Brandi Watkins; Contributions by Kelli S Burns, JoAnna Boudreaux, Nancy J Curtin, Karen Freberg, …
R986 Discovery Miles 9 860 Ships in 12 - 17 working days

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 toward 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); a unique category of social media user who has a large platform and compelling content that attracts a number of loyal and devoted followers.. It's the followers that make SMI 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.

Research Perspectives on Social Media Influencers and their Followers (Hardcover): Brandi Watkins Research Perspectives on Social Media Influencers and their Followers (Hardcover)
Brandi Watkins; Contributions by Kelli S Burns, JoAnna Boudreaux, Nancy J Curtin, Karen Freberg, …
R2,411 Discovery Miles 24 110 Ships in 12 - 17 working days

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.

Research Perspectives on Social Media Influencers and Brand Communication (Hardcover): Brandi Watkins Research Perspectives on Social Media Influencers and Brand Communication (Hardcover)
Brandi Watkins; Contributions by Alisa Agozzino, Courtney A. Barclay, Kelli S Burns, Lisa Harrison, …
R2,280 Discovery Miles 22 800 Ships in 12 - 17 working days

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.

Sport Teams, Fans, and Twitter - The Influence of Social Media on Relationships and Branding (Paperback): Brandi Watkins Sport Teams, Fans, and Twitter - The Influence of Social Media on Relationships and Branding (Paperback)
Brandi Watkins
R1,028 Discovery Miles 10 280 Ships in 12 - 17 working days

A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.

Sport Teams, Fans, and Twitter - The Influence of Social Media on Relationships and Branding (Hardcover): Brandi Watkins Sport Teams, Fans, and Twitter - The Influence of Social Media on Relationships and Branding (Hardcover)
Brandi Watkins
R2,273 Discovery Miles 22 730 Ships in 12 - 17 working days

A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.

Research Perspectives on Social Media Influencers and Brand Communication (Paperback): Brandi Watkins Research Perspectives on Social Media Influencers and Brand Communication (Paperback)
Brandi Watkins; Contributions by Alisa Agozzino, Courtney A. Barclay, Kelli S Burns, Lisa Harrison, …
R1,246 Discovery Miles 12 460 Ships in 10 - 15 working days

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.

The Alyse Diaries - Curious (Spanish, Paperback): Brandi Watkins, B. Danielle Watkins The Alyse Diaries - Curious (Spanish, Paperback)
Brandi Watkins, B. Danielle Watkins
R548 Discovery Miles 5 480 Ships in 10 - 15 working days
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